Blar i NTNU Open på forfatter "Aure, Kristin Gaaseide"
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Building strong brands – does it matter?
Aure, Kristin Gaaseide; Nervik, Kristine Dybvik (Master thesis, 2014)Brand equity has proven, through several decades of research, to be a primary source of competitive advantage and future earnings (Yoo & Donthu, 2001). Building strong brands has therefore become a priority for many ... -
Does brand building matter? A study of the bacalhau brand Dybvik
Aure, Kristin Gaaseide; Nervik, Kristine; Helgesen, Øyvind (Chapter, 2017)Brand building results in brand equity creation based on intellectual efforts. Thus brand equity is perceived as intellectual capital of the brand builder. Building strong brands has become a priority for many organizations, ... -
Does country-of-origin image and ethnocentrism positively influence the home market brand equity for the brand Dybvik?
Nervik, Kristine Dybvik; Nesset, Erik; Helgesen, Øyvind; Aure, Kristin Gaaseide (Chapter, 2018)The study analyses the effects of consumers’ country-of-origin image perception (COOI) and ethnocentrism on brand equity for the bachalau brand Dybvik. A survey of 333 respondents is analysed by using PLS-SEM in order to ...