Essays about: "Brand Disclosure"

Showing result 1 - 5 of 20 essays containing the words Brand Disclosure.

  1. 1. Full Disclosure: Demystifying craftwork and (re-)enchanting craft consumption

    University essay from Göteborgs universitet/Graduate School

    Author : Brett Smith; [2023-07-03]
    Keywords : Demystification; Enchantment; Craftwork; Transparency; Music Production; Live Streaming;

    Abstract : This paper elucidates the relationship between demystification and enchantment in craftwork. Compared to mystification, demystification has received little attention in marketing research to understand how brands can foster transparency in a way that captivates and enchants consumers. READ MORE

  3. 2. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Sofia Zangrande; [2023]
    Keywords : Influencer marketing; influencer whitelisting; dark posts; social media marketing; influencers; consumer perception; message trustworthiness; millennials; gen-z; gen-x; influencer; marknadsföring; sociala medier; konsumenternas uppfattning; meddelandets trovärdighet;

    Abstract : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. READ MORE

  4. 3. Social Brand Activism in a Changing Environment - A Qualitative Case Study on how Sportswear Organizations navigate Social Brand Activism whilst remaining Authentic

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Lovisa Bivstedt; Miranda Sjöqvist; [2023]
    Keywords : Sportswear Organisations; Social Brand Activism; Navigation; Woke Washing; Disclosure;

    Abstract : Through a qualitative study, this thesis aims to investigate how sportswear companies navigate in the new complex field of social brand activism while remaining authentic to their customers and stakeholders. The thesis is conducted in a case study setting, where a total of nine interviews were executed. READ MORE

  5. 4. Brand Equity and Data Privacy: Beyond Selling Eyeballs : A business case for online privacy-friendly data practices in regions covered by the GDPR.

    University essay from Jönköping University/JTH, Avdelningen för datateknik och informatik

    Author : Maria Arango Kure; [2022]
    Keywords : Online brand equity; consumer behavior; pay-with-data transactions; data disclosure; privacy preferences; data control techniques;

    Abstract : This thesis investigates the ways in which businesses’ privacy practices in pay-with-data scenarios affect the way users interact with the business, both in terms of their on-site behavior and the creation of brand equity, in regions covered by the GDPR. I address a gap in the literature by exploring a possible business case for using privacy-friendly data collection practices in the context of brand equity creation and growth. READ MORE

  6. 5. Selection, Evaluation and Disclosure strategies : within the pheonomenom influencer marketing

    University essay from Umeå universitet/Företagsekonomi

    Author : Vendela Steinvall; Anton Leif; [2021]
    Keywords : nfluencer marketing; Influencer selection; Influencer evaluation; Disclosure strategies; Influencer characteristics; Relationship between brand and influencer; Influencer marketing decision maker; Marketing strategies;

    Abstract : Whilst influencer marketing has become a more common practice for decision makers within the field of influencer marketing, qualitative measurements are yet intangible and hard to measure, hence, requiring standardization. Recent scholars suggest that the phenomenon of influencer marketing have drastically changed over a short period of time, and there are reasons to believe that it is still changing. READ MORE