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From Positioning to Practice – Brand Positioning in an Over-Communicated Society

The purpose of this thesis is to identify the whole positioning process by means of existing positioning theories as well as interviews with marketing practitioners and consumers. Furthermore, the authors wish to provide the reader with an overview of the complete positioning process as well as how it is used in practice today in order to better understand how well suited positioning theories are

CSR Reporting

This study presents a survey of 215 Swedish and German listed companies and their voluntary social, environmental and ethical disclosure practices. An eclectic approach in explaining the differences has been used, focussing on cultural differences.

Problematizing Consumer Agency of Brands: Brand Meaning in Commoditization and Decommoditization of Brands

The purpose of this master thesis is to develop a cogent understanding of brand agency that is informed by knowledge of how consumers negotiate brand meaning. It aims at both the betterment of brand management in practical application and making a meaningful contribution to brand management literature. A qualitative approach has been applied with data collection carried out through semi-structured

Corporate branding used by managers for attracting--- A case study of Chinese company, New Oriental employees

The purpose of this thesis is to analyze how corporate branding as the organizational resource with different dimensions used for attracting employees. Corporate branding is the cutting-edge organizational and marketing research field and lacking of empirical work, many researches make focus on the relationship between the organizations and its customers, few empirical researches make the contribu

Ethical awareness and ethical judgment among audit professions across countries: India, Sweden and Vietnam

The auditor is seen as the guardian of the market. However, several scandals have resulted in the public’s suspicions of auditor ethics. Therefore, the need of investigation of ethical awareness and ethical judgment among auditors should be taken into a deep consideration. The aim of this thesis is to investigate the differences in ethical awareness and ethical judgment of auditors across nations,