Blar i Institutt for internasjonal forretningsdrift 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 ...