Essays about: "Maria Brand"

Showing result 1 - 5 of 79 essays containing the words Maria Brand.

  1. 1. Navigating the Evolving World of Fashion In-Game Advertising

    University essay from Uppsala universitet/Medier och kommunikation

    Author : Evgenia Maria Botini; [2023]
    Keywords : gamification; in-game advertising; fashion advertising; consumer behavior; metaverse;

    Abstract : Abstract This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular. Purpose The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. READ MORE

  3. 2. The amaz(e)ing brand experience: Exploring the impact of a maze-like store layout on brand experience

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Karol Gasienica; Tuuli Maria Markkanen; Elisa Paulina Wasserfaller; [2023]
    Keywords : brand experience; experience economy; experiential retail; architecture; maze; layout; labyrinth; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to investigate the concepts of brand experience in relation to companies’ use of a maze-like in-store floor plan. Aim: To explore if the maze-like store structure affects the four dimensions of brand experience. Methodology/Approach: This study was carried out using secondary and primary research. READ MORE

  4. 3. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Roosa Maria Viloma; Katharina Nadine Junge; [2023]
    Keywords : Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

    Abstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE

  5. 4. When Reality Outweighs Ethics in Cancel Culture: A Theorisation, Modelling, and Empirical Exploration of Brand Cancellation

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : María Isabel Viéitez Gómez; Martina Ferretti; [2022]
    Keywords : Cancel Culture; Brands; Consumer-brand Relationship; Social Media; Ethics; Reality Check.; Social Sciences;

    Abstract : The phenomenon of cancel culture is one we all witness and sometimes partake in, and it has recently become a hot topic in research. However, the literature on this phenomenon is still in its infancy. READ MORE

  6. 5. Conditions to authorise subcontracting in fashion and apparel industry : a brand's perspective

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Clara Maria Rosa Boehler; [2022]
    Keywords : fashion and apparel industry; supply chain management; social exchange; buyersupplier relationship; subcontracting; unauthorised subcontracti;

    Abstract : In current supply chains, the context of subcontracting is majorly connected to unauthorised subcontracting with negative conjunction which has created the fear of discussing subcontracting. However, previous research presents subcontracting as a common practice within fashion and apparel supply chains, however, nearly no study has focused on elaborating the authorisation process. READ MORE