Essays about: "Manage Brand Online"

Showing result 1 - 5 of 19 essays containing the words Manage Brand Online.

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. Reputation Management in a Digital Age : How start-ups control their online reputation

   University essay from Karlstads universitet/Handelshögskolan (from 2013)

   Author : Fanny Jacobsson; Lo Meh Paw; [2024]
   Keywords : Online Reputation Management; Brand Equity; Startups; Image;

   Abstract : Background: With digitalization, the increased use of the World Wide Web and social media combined with the aware and engaged costumer, the conditions of reputation management are also evolving (Beal & Strauss, 2008; Jones et al., 2009). READ MORE

4. 3. From Elite to Everyone: How User-Generated Content Democratizes Hermès and Challenges Its Exclusivity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lovisa Smedmark; Karin Forslund; [2023]
   Keywords : Luxury brand perceptions; Brand awareness; Commodity theory; Self-brand association; Brand attitudes; User-generated content; Luxury brand management; Business and Economics;

   Abstract : The purpose of this thesis is to add to existing research and create a deeper understanding regarding the influence of online narratives on luxury brand attitudes. The research aims to explore how luxury brands are portrayed by social media users, in order to gain a cohesive understanding of its effect on the attitudes that are formed towards the brand. READ MORE

5. 4. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Huihao Lu; Yating Zheng; [2023]
   Keywords : Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

   Abstract : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. READ MORE

6. 5. The Role of Brand Experiences in Online Brand Communities: Examining the Effect of Brand Experience on Purchase Intention Through Brand Relationship

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felicia Do; Théo Caplet; [2021]
   Keywords : Online Brand Community; Brand Experience; Brand Relationship; Purchase Intention; Brand Trust; Brand Attachment; Brand Commitment; Business and Economics;

   Abstract : Thesis Purpose: To better understand the influence that brand experience in Online Brand Communities (OBCs) has on purchase intention while clarifying the underlying mechanism of such relationship through brand relationship constructs. Moreover, to discover if there is a difference between consumer-run and company-managed OBCs in terms of brand experience. READ MORE