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Master's Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, Radboud Universiteit Nijmegen (Nijmegen School of Management), language: English, abstract: Brand hate can entail a series of consumer behaviors that may result in brand equity loss. The following thesis explores the phenomenon of brand hate through the conduction of in-depth interviews among 20 consumers from a variety of backgrounds. Drawing on theory from social psychology and Sternberg's (2003) duplex theory of hate, the author presents...

Bachelor Thesis from the year 2014 in the subject Business economics - Company formation, Business Plans, grade: 1,3, University of Bayreuth (Rechts- und Wirtschaftswissenschaftliche Fakultat), course: Abschlussarbeit am Lehrstuhl fur Marketing, language: English, abstract: Rebranding is a frequently used marketing measure whenever corporations strive for changes in the physical elements of their brands or their brand management. This paper analyzes how consumers' brand awareness and brand image is affected, when consumers are confronted with altered brand names and symbols. By elaborating...

Seminar paper from the year 2014 in the subject Business economics - General, grade: 1,0, University of Bayreuth (Lehrstuhl fur Technologie- und Innovationsmanagement), course: Seminar (Bachelor), language: English, abstract: Clusters are geographic concentrations of various industrial, scientific and governmental actors, and have been found to trigger and improve the innovative performance of firms inside. This paper gives a review of prevailing cluster theories, as well as several examples from the real economy. Knowledge spillovers, inter-firm linkages and reduced business risks for...