Search results for "brändi"

Customer brand engagement : affection to brand usage intent and moderating effect of brand experience

2015

Customer engagement is a relatively new area in the marketing literature and academic research has only shortly studied the nature of customer engagement. Despite the slight research numerous work have recognized the growing attention of customer brand engagement and consequently Marketing Science Institute has listed it as one of its key research priorities. Another important research interest which highly affects to customers satisfaction and loyalty, is brand experience. The indirect effect of brand experience to the relationships between customer brand engagement and its consequences are insufficiently examined and therefore in this study brand experience is used as a moderator factor. …

Corporate identity and internal implementation of a corporate brand

2011

Companies cannot build their strategy on predictable markets anymore ‐ all organizations nowadays need to adapt to change. In the heart of the change lies organizations identity. Corporate identity is closely related to corporate branding. This study focuses on a situation of change in a company with multiple identities. The case organization used to operate under several product and company brands that were merged into one and began building a coherent corporate brand. The theory part presents the concepts of brand, identity and identification. Building a corporate brand involves everyone in the organization, so the employees are treated as brand ambassadors. The internal aspect of the bra…

Viraalimarkkinointi verkkoyhteisöissä : Informaatioteknologian tiedekunnan yhteisökampanja Irc-galleriassa

2008

Culture, branding and national identity in the era of globalization : a study of beer brands in the Finnish market

2013

Branding and marketing encompass some of the core elements of intercultural communication. Brands are derived from the existing cultural capital and the interaction that brands have with consumers in the marketing and consumption process involves an exchange of meaning and messages and therefore constitutes a form of communication in itself. Due to the economic imperative behind brand development, it is necessary that the brand react to changes in fashion, but also to changes in culture, in order to be competitive in the market place. However, this is not a one-way process as brands and products themselves influence trends and cultural shifts. The objective of this thesis was to analyze bra…

Kansainvälisen järjestön brandi internetissä : case AIESEC

2007

A netnographic study of how professionals perceive personal branding in LinkedIn

2016

Määräaikaiset, lyhyet työsuhteet ja työttömyys leimaavat tänä päivänä monia ammattialoja ja kilpailu avoimista työpaikoista voi olla erittäin kovaa. Lukemattomat eri alojen ammattilaiset kilpailevat usein samoista rajallisista työpaikoista. Tämä yhtälö on lisännyt kiinnostusta joukosta erottumisen keinoihin, kuten henkilöbrändäykseen ja LinkedInin tyylisiin sosiaalista mediaa hyödyntäviin palve-luihin, jotka voivat toimia työkaluina muista erottumisessa. Tässä maisterintutkielmassa tarkastellaan LinkedIniä käyttävien ammattilaisten käsityksiä henkilö-brändäyksestä LinkedIn-palvelussa. Tutkimuksessa pyritään valottamaan niitä käsityksiä, joita eri alojen ammattilaisilla on LinkedInin käyttäm…

Discourse analysis of the personal brand construction of a group of Finnish managers on Twitter

2017

In this study, the objective was to understand how Finnish managers build their personal brand on Twitter. More specifically, the goal was to find out what kind of managerial identities can be discerned based on the discourses, linguistic means, and rhetoric through which Finnish managers brand themselves on Twitter. The study was conducted as qualitative research, using discourse analysis as the analysis method. The research data for this study were collected from the publicly available Twitter profiles of 12 Finnish managers who actively use the platform. Previous literature and theories regarding the concepts of personal branding and identity work, as well as Watson’s identity constructi…

Kultaisena kuohuvan Lapin Kullan vetovoima : Lapin Kullan televisiomainonnan visuaalinen kerronnallinen muutos ja verkkopalvelun osuus televisiokampa…

2006

Kuluttajaboikotit ja cancel-kulttuuri

2022

Organisaatiot, brändit ja yhteisöt ovat viime aikoina törmänneet yhä nopeampaan ja monikanavaisempaan kuluttajaboikotointiin ja sen aiheuttamiin viestinnällisiin haasteisiin. Tässä niin kutsutussa kansanomaisessa käänteessä, joka sosiaalisen median myötä on tuonut keskiöön tavallisten ihmisten vaikutusvallan ohi instituutioiden, piilee organisaatioilla aikaisempaa suurempi riski joutua boikotin kohteeksi. Boikotoinnin eri muodot: ostoboikotti, perinteinen boikotti ja epäsuora boikotti ovat kaikki vaikuttavia toimintatapoja tuotteiden ja palveluiden kysynnälle. Boikotoinnin uusina ilmentyminä ovat viime aikoina yleistyneet cancel- ja woke-aloitteet, jotka voidaan nähdä yksilöiden uudenlaisen…

Simultaneous Support for and Opposition to Brands : A Study on Brand Love and Hate - the Two Poles of Brand Polarisation

2023

This chapter discusses the drivers of brand polarisation (i.e. simultaneously loving and hating a brand). Despite its relevance for brand managers and public relations executives, brand polarisation remains heavily understudied among scholars. This study addresses the focal phenomenon by examining consumers and the role of social media within the research context. The key theoretical concepts introduced in this chapter include brand polarisation, brand attitude, brand relationships, brand love, brand hate, brand experience and social media brand communities. Using ten in-depth, semi-structured interviews, 36 loved and/or hated brands were discussed by the study participants. The findings de…