Essays about: "Brand extension"
Showing result 1 - 5 of 73 essays containing the words Brand extension.
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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 institutionenAbstract : 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
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2. Nostalgia as a Tool to Revitalize brands: a case study of the Barbie and Super Mario Bros films
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of the study is to explore the relationship between nostalgia, brand perception and brand community, aiming to provide insight in effectively revitalizing through brand extension. Further, we aim to assess whether a shift in brand perception is a prerequisite for brand revitalization. READ MORE
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3. Applying the Theory of Planned Behaviour to Predict the Consumption of Meat Analogues
University essay from Göteborgs universitet/Graduate SchoolAbstract : The increasing trend to consciously reduce meat consumption is accompanied by a strong growth in the supply and demand of meat analogue products. This study aims to predict the consumer intention to consume plant-based meat analogues based on an extension of Ajzen’s (1991) theory of planned behaviour (TPB) with the four factors: perceived sensory attributes, brand trust, food curiosity, and socio-demographic characteristics and lifestyle determinants. READ MORE
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4. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. READ MORE
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5. Take-Make-Destroy: Exploring Unsustainable Production-Consumption Systems and Policies to Address Product Destruction
University essay from Lunds universitet/Internationella miljöinstitutetAbstract : The practice of product destruction, whereby retailers or manufacturers dispose of viable consumer products such as unsold goods or consumer returns, is an extreme expression of the linearity of our current production-consumption system. This qualitative exploratory study aims to uncover why companies engage in this highly unsustainable and resource-inefficient behaviour, and to explore the potential policy interventions required to effectively address the issue. READ MORE