Essays about: "Brand Communities"

Showing result 1 - 5 of 82 essays containing the words Brand Communities.

  1. 1. Real vs Reel: Drivers of Consumer Engagement in Online Brand Communities. A Netnographic Study on Red Bull’s Facebook Brand Page

    University essay from Göteborgs universitet/Företagsekonomiska institutionen

    Author : Moa Lind; Malin Morup; [2024-02-12]
    Keywords : Consumer engagement; online brand communities; social media; netnography; authenticity; disengagement; relationship marketing;

    Abstract : Online brand communities contribute to companies by being a digital extension of the brand, enabling a diversified complementary market, and constituting a driving marketing force through consumer engagement. However, with great opportunities comes also great responsibilities, and its challenges. READ MORE

  3. 2. Candy clash: M&M’s caught in the crossfire

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Elena Rüffel; Mathea Talene Herzberg; Andrea Pachaly; [2024]
    Keywords : reputation; crisis communication; corporate brand management; brand identity; stakeholder relations; anti-brand communities; Business and Economics;

    Abstract : .... READ MORE

  4. 3. Understanding the Dynamics of Brand Loyalty in National team sports - A Qualitative study of brand management within professional team sports”

    University essay from Göteborgs universitet/Graduate School

    Author : William Nordlund; Mattias Johansson; [2023-07-03]
    Keywords : Brand Experience; Brand Communities; Brand loyalty; Sports Marketing; Sport fans;

    Abstract : In previous research there has been acknowledgement about the importance of Brand loyalty in sports, where the brand experience can function as a tool to create loyalty among fans. Brand communities have proven to have positive effects on customer satisfaction and brand loyalty in sports. READ MORE

  5. 4. Community members on the wall, are you more in love after all? : The differences between community members and non-members brand love, brand loyalty and purchase intentions

    University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakulteten

    Author : Filippa Sandberg; Josephiene Dogan; [2023]
    Keywords : Marketing;

    Abstract : Background: Social media is growing bigger and bigger by the day, and it wasn't that many years ago that it was first introduced to the world. Along with social media, the marketing world has changed immensely and one of the things that have been added over the years is social media-based brand communities that are groups of people that forms online to support or discuss a certain brand. READ MORE

  6. 5. “The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Nazerath Sithara Novak; Josephine Hannah Palmeholt-Letchumanan; [2023]
    Keywords : Business and Economics;

    Abstract : This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. READ MORE