In the present study, event sponsorship and event marketing are identified as two distinct event-related marketing communications tools. As a research field, sponsorship and event sponsorship has experienced continuous research interest for the last four decades. This in clear contrast to event marketing, which only within the last 10 years has attracted research interest from marketing scholars. However, little research has been carried out in the field of (event-) sponsorship from an organisational perspective. Thus, to the author s knowledge, the present study is the first of its kind investigating both event formats, event sponsorship and event marketing, from an organisational perspective in one study. A literature review that spans the domains of branding, signalling theory and hedonic consumption helped to differentiate between the two event formats, and to provide a theoretical grounding of the two event formats. The present study evaluates the impact of event sponsorship and event marketing on the brand and performance dimensions of brand awareness, brand attitude, brand performance and financial performance. Furthermore, brand orientation and organisational innovativeness moderate the relationship between independent and dependent variables. Moreover, this research study was undertaken from an organisational perspective. There is little evidence within the field of event sponsorship and event marketing as to how organisations evaluate the performance impact of event sponsorship and event marketing. Similarly, the more established sponsorship outcomes of brand awareness and brand attitude have yet to receive research attention within an organisational research setting. This research study follows a cross-sectional research design. A conceptual model is developed on the basis of the literature review, and is tested through confirmatory factor analysis and structural equation modelling. The data for this study was collected via an online survey which resulted in 226 responses. The findings indicate a negative relationship between event sponsorship and brand performance. Furthermore, organisational innovativeness was identified as moderating the event sponsorship brand performance relationship, whereas brand orientation is found to moderate the event marketing financial performance relationship.

Syfte Syftet med denna studie är att få en ökad förståelse för hur kännedomen omglobalaoch butikers egnavarumärken påverkar en konsuments uppfattning av en produkt. Metod En kvantitativ metod har utförts genom två experiment som kompletterats med en enkät. Data har analyserats med hjälp av deskriptiv statistik, t-test och en korrelationsanalys där resultaten tagits vidare in i en diskussion som har ageratunderlag för studiens slutsats. Resultat och slutsats Både varumärkeskännedom och smakupplevelse påverkar konsumenters uppfattning om det globala och butikskapade varumärket. Konsumenterna går efter smakupplevelse och föredrar den smak de tycker bäst om medan varumärkeskännedomen påverkar den redan upplevda smaken sombättre eller sämre beroende på hur hög eller låg kännedomen är. Uppsatsens bidrag Min studie bidrar till att öka förståelsen för vilken påverkan varumärkeskännedom och smakupplevelse omglobalaoch butikers egna varumärken kan ha på enkonsuments uppfattning av colaprodukter. / Aim The purpose of this study is to gain a deeper understanding towards how the knowledge of global brands and store brands effect a consumer’s perception of a product. Method A quantitative method has been conducted through two experiments, supplemented with a survey. Data has been analyzed using descriptive statistics, t-test and a correlation analysis where the results have been carriedout into a discussion that has acted as support for the study ́s conclusion. Results and conclusion Both brand awareness and taste experience affect consumers' perceptions of the global brand and store brand. Consumers prefers the product they think tastes thebest and the affect brand awareness has is thatthe already experienced flavor of the product either perceives to tastebetter or worse depending on the strength of the awareness. Contribution My study helps to increase understanding of what impact brand awareness and taste experience of a global and a store brandhave on a consumer's perception of cola products.

Social media channels are today an important marketing platform where companies effectively can reach their target groups online through paid advertisements, sponsored posts and electronic word of mouth. Electronic word of mouth can be used by companies to spread their brand through individuals sharing experiences and information with others within their social network in a process called influencer marketing. The challenge is identifying and selecting influencers who have a significant impact on the brand’s target audience. The purpose of this descriptive essay is therefore to gain a better understanding of how companies choose influencers to strengthen their brand and customer relationship.  The theories used to examine the purpose above are the Bandwagon-effect, the Source Credibility-model, Keen’s competence-theory, Competence-based view, Bacharach and Lawler’s power-theory, the Social Media Power-model and the Social Media Influencer Value-model. These theories presented in the theoretical framework is the foundation of the study used to investigate factors that affect companies’ choice of influencers. To verify or falsify these theories a qualitative case study consisting seven interviews with companies using influencer marketing have been executed. This was followed by observations of posts on social media from influencers whom the interviewed companies collaborate with, for the purpose of increasing the validity of the interviews.  Based on the results from the collected empirical data an interaction model, including significant factors when choosing an influencer, was formed. The model presents the factors in different levels of significance where the first level includes the most important factors to consider. The results also show a variance of each factor’s significance depending on company circumstances such as industry or target audience.  The contribution of the study is, above all, increased opportunities for companies in identifying influential people to benefit from in their influencer marketing. If companies are aware of these significant factors they will have a greater chance of success in choosing the right influencer for strengthening the company brand and customer relationship.

El objetivo de esta investigación es analizar como las reseñas en el social media afectan al valor de marca de los hoteles 5 estrellas en el distrito de Miraflores de la ciudad de Lima. El estudio inicia con la investigación en fuentes con la finalidad de definir los conceptos de: social media, reseñas online, turismo, conocimiento de marca, imagen de marca y lealtad de marca; además de conocer el contexto actual del sector hotelero. Después, se enmarca en una investigación que utiliza una metodología mixta (cualitativa y cuantitativa) con un alcance exploratorio y correlacionar. En la fase cualitativa, se realizan entrevistas a profundidad y estructuradas a expertos digitales del social media y branding. Asimismo, usuarios representantes del servicio hotelero. Finalmente, en la fase cuantitativa se aplica un cuestionario a una muestra de 282 personas hospedajes en los 9 hoteles de cinco estrellas de Miraflores. Se obtiene como resultado que efectivamente las reseñas positivas o negativas afectan al valor de marca de los hoteles. Por ello, a mayor experiencia del cliente con las plataformas donde el consumidor participa y crea contenido, esta influirá en sus actitudes hacia valor de marca de los hoteles. Además, influye tanto en su decisión de compra como selección del hotel, dependiendo de las calificaciones anteriores en dichas plataformas. Finalmente, se proponen acciones para los gerentes de los hoteles. / The objective of this research is to analyze how the reviews in the social media affect the brand value of the five stars hotels in the Miraflores district of the city of Lima. The study begins with research in sources with the purpose of defining the concepts of: social media, online reviews, tourism, brand awareness, brand image and brand loyalty; besides knowing the current context of the hotel sector. Later, it is part of a research that uses a mixed methodology (qualitative and quantitative) with an exploratory and correlational scope. In the qualitative phase, in-depth and structured interviews are conducted with digital experts of social media and branding. Also, users representing the hotel service. Finally, in the quantitative phase a questionnaire is applied to a sample of 282 people staying at the 9 five-star hotels in Miraflores. The result is that effectively positive or negative reviews affect the brand value of the hotels. Therefore, the greater the customer experience with the platforms where the consumer participates and creates content, this will influence their attitudes towards the brand value of the hotels. In addition, it influences both your purchase decision and hotel selection, depending on the previous ratings on those platforms. Finally, actions are proposed for hotel managers. / Trabajo de investigación

El posicionamiento de un producto es un factor fundamental en el éxito de un nuevo producto, por lo cual su estrategia tiene que estar basada en el conocimiento del consumidor al que se dirige. Es por ello que la presente investigación está dirigida a conocer la principal estrategia de posicionamiento en relación al conocimiento de marca de la comida Barf en Strongly attached pet owner. Se planteó la aplicación de una investigación mixta, aplicando tanto un método cuantitativo como cualitativo con alcances exploratorios y correlacionales al público objetivo identificado, los cuales se fueron segmentados en un rango 25 a 35 años de edad en los distritos del sector 7 de Lima Metropolitana. En la fase cualitativa, se realizaron entrevistas a profundidad a expertos en posicionamiento de marcas y gerentes de productos Barf, asimismo se aplicó focus group. Finalmente, por el lado cualitativo se realizó una encuesta virtual a 160 personas con interés en la alimentación de su mascota y la comida Barf. El resultado de la investigación arrojó la relación de los tipos de posicionamiento de productos con el conocimiento de marca de los productos Barf, donde se evidencia que la estrategia de posicionamiento en base al beneficio es la efectiva para poder captar el conocimiento de marca para este nuevo alimento de mascotas. / The positioning of a product is a fundamental factor in the success of a new product, which is why its strategy must be based on the knowledge of the target consumer. That is why the present investigation is aimed at knowing the main strategy of positioning in relation to the brand knowledge of the Barf food in Strongly attached pet owner. The application of a mixed investigation was proposed, applying both a quantitative and qualitative method with exploratory and correlational scopes to the identified target public, which were segmented in a range of 25 to 35 years of age in the districts of sector 7 of Metropolitan Lima. In the qualitative phase, in-depth interviews were conducted with experts in brand positioning and Barf product managers, as well as focus group. Finally, on the qualitative side, a virtual survey was carried out on 160 people interested in feeding their pet and the Barf food. The application of a mixed investigation was proposed, applying both a quantitative and qualitative method with exploratory and correlational scopes to the identified target public, which were segmented in a range of 25 to 35 years of age in the districts of sector 7 of Metropolitan Lima. In the qualitative phase, in-depth interviews were conducted with experts in brand positioning and Barf product managers, as well as focus group. Finally, on the qualitative side, a virtual survey was conducted of 160 people with an interest in feeding their pet and the Barf food. The result of the investigation showed the relationship of the types of product positioning with the brand knowledge of the Barf products, where it is evident that the strategy of positioning based on the profit is the effective one to be able to capture the brand knowledge for this new pet food. / Trabajo de investigación

The aim of this thesis is to research the value and influence of digital marketing on the competitive establishment of start-up companies. The research would further explore whether digital marketing can have a substantial effect on the growth of start-ups, enhance brand recognition, gain consumer loyalty, and strengthen customer relationships. This concept has not been previously researched and the only related study we find was the correlation between social media and innovation in start-ups, which indicates that social media has a positive effect on innovation in start-up companies.    The research used a qualitative research approach in which 5 start-up firms were interviewed using a semi-structured interview as the primary data collection method. The research also used secondary data collected through peer-reviewed articles, journals, and websites.   The study concludes that digital marketing is recognized as a creative and efficient way of obtaining, sustaining, and establishing customer relationships. Online channels and platforms, such as websites, industry-specific outlets, and forums, have been identified to be the most beneficial for start-ups. It also suggests that a fresh start-up can develop substantially through digital marketing by creating brand awareness, building trust, and building consumer awareness. However, most of the start-up companies hesitate implementing digital marketing strategies at the beginning of the company’s establishment.   Our findings will assist other start-ups to consider digital marketing for their marketing strategies. Recommendations for further studies are a related but perhaps more detailed study in Sweden and UAE, together with a study in a country other than Sweden and UAE.

In regulated markets companies must comply with various rules, standards, and approval protocols to avoid expensive lack-of-compliance costs. Such regulations often limit the ability of companies to advertise and thereby reach out to consumers. This paper uses a qualitative multiple case-study approach to explore, from an industry perspective, how three different companies (a whisky producer, a microbrewery, and an alcohol importer) use digital advertising to raise brand awareness on the Swedish alcohol market. The firms are relatively similar in their approaches, unanimously preferring the use of social media advertising and conducting all activities through the lens of the regulations. However, the degree to which the firms are willing to take risks and find innovative solutions to the unique problems inherent to the regulated market in question differs. Although the study is context-specific, previous research has suggested that features and market practices in one regulated market can influence another. This thesis contributes to the literature on the broader topic of advertising on regulated markets, where research is primarily written from a public health perspective.

The main purpose of this paper’s research aims to evaluate the effectiveness of a Media Sharing Network (MSN) in building small businesses. The effectiveness is measured by means of raising the website traffic numbers. Due to its’ novelty, there is a lack of research on TikTok, creating a research gap requiring further investigation for this MSN. Therefore this social media is used as a tool for data collection for this paper’s investigation. In addition, the effectiveness of the various features is evaluated to identify the one most fit for the set task of raising brand awareness through MSNs.

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This paper examines how social- and environmental sustainability is advertised on Instagram and how it in turn affects consumer-based brand equity. Firstly, a latent content analysis was conducted on Adidas Instagram account, @adidas, to gain insights on how they use sustainability in their advertising through their Instagram posts. The findings revealed how Adidas explicitly advertise sustainability, both social- and environmental sustainability on their Instagram account. However, the analysis displayed a higher focus on social issues compared to initiatives to facilitate environmental sustainability. Secondly, Adidas Instagram was analyzed with the use of insights from interviews, to capture how its sustainability efforts affect consumers and thereby brand equity. The findings demonstrate the importance of taking the consumer perspective into account to positively affect the dimensions included within brand equity through social media, and to not miss out on the favorable outcomes of sustainability advertising. Accordingly, the research offers concrete knowledge on how sustainability can be advertised on social media by fashion brands, and its effect on brand equity. An area that has highly been neglected among previous researchers. The study contributes to valuable knowledge on how brands, in a generally unsustainable industry, could demonstrate their sustainability efforts in advertising to foster sustainable consumption among consumers into a more sustainable future.