Essays about: "CBBE model"
Showing result 1 - 5 of 12 essays containing the words CBBE model.
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1. Riding the Viral Wave: Generation Z consumer behaviour during viral demand in relation to Brand Management : A qualitative study on how to strategize brand equity management to prolong customer retention from viral demand based on Generation Z consumer behaviour.
University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och RättsvetenskapAbstract : Background: Following the development brought by the digital age, social networks and consumer behaviour has significantly changed. The network connectivity of WEB 2.0 enables information to spread at an accelerated rate to a wide scope, creating viral demand. This phenomenon presents an opportunity for brands to increase their customer base. READ MORE
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2. Enhancing Fast Fashion Brands Through Environmentally Sustainable Efforts : An explorative study on Generation Z’s perceptions towards circular economy initiatives and its impact on Customer-Based Brand Equity
University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälleAbstract : Purpose – The purpose of this study is to explore how environmentally sustainable efforts, in terms of circular economy (CE) initiatives, are affecting the customer-based brand equity (CBBE) of fast fashion brands. By considering the attitudes of Generation Z, fashion companies can build brands that respond to the environmental requirements of future decision-makers. READ MORE
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3. The unexplored power of buzz in the video game industry
University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskapAbstract : Background: The global video game industry is today bigger than both the film- and music industry and is subject to a lot of competition. Companies are always looking for alternative ways to reach consumers and buzz is identified as a crucial success factor by many scholars. READ MORE
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4. Brand Equity within Skin Care : A Qualitative Study of Consumer Attitudes and Preferences towards Green Skin Care Brands
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : The green trend has exploded on the skin care market, as it is the fastest growing sector in the world market compared to other green cosmetic products. However, previous literature has primarily focused on cosmetics rather than skin care, which is why this study uses an exploratory and qualitative approach to study the attitudes Swedish consumers have towards skin care brands. READ MORE
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5. It is a Win-Win Situation. : A quantitative study about the effects of perceived co-creation benefits on customer-based brand equity (CBBE).
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Background: Brand managers are always trying to find ways to increase brand profitability and creating a stronger competitive advantage. Part of the marketing activities implemented by brand managers is geared towards building brand equity. READ MORE