Essays about: "Online Brand Communities"

Showing result 16 - 20 of 34 essays containing the words Online Brand Communities.

1. 16. 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

3. 17. Tone Deaf Marketing or Genuine Activism?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alexandra Veronica Voinow; Anastasija Kropinova; [2021]
   Keywords : woke washing; brand activism; trust; theory of planned behaviour; purchase intention; Business and Economics;

   Abstract : Title : Tone Deaf Marketing or Genuine Activism Seminar : Date: 4th June, 2021. Course : BUSN39 Degree Project in Global Marketing Authors : Alexandra Voinow, Anastasija Kropinova Supervisor : Burak Tunca Keywords : Woke Washing, Brand Activism, Trust, Theory of Planned Behaviour, Purchase Intention Thesis Purpose : The objective of this study was to research consumers awareness of woke washing and brand activism, if they were aware of the difference and how this affected their level of trust towards activist brands, which lead to the analysis of their purchase intention by using the Theory of Planned Behaviour (TPB) as a mediating variable. READ MORE

4. 18. Brand negotiations in Video Game Communities - An exploratory study analysing community-made discourses in video game brands and how they shape the brand image

   University essay from Göteborgs universitet/Graduate School

   Author : Christian Möller; [2020-06-23]
   Keywords : ;

   Abstract : Video games are engaging products with large followings engaging in their brands. Despite this, video game value has proven hard to research and the area is understudied (Boyle et al., 2012). READ MORE

5. 19. Surfing the Instagram Wave : How surf brands can use Instagram to communicate with the surf tribe

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Philipp Sieben; Jean-Michel Ragg; [2020]
   Keywords : Surf Tribe; Tribal Marketing; Consumer Tribes; Social Media; Instagram; Consumer Behaviour;

   Abstract : Background: The communication between brands and customers has shifted fromtraditional media like television to social media. This led to the emergence of social media brand communication. One of the best known and fastest-growing social media platforms is Instagram. READ MORE

6. 20. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

   University essay from Umeå universitet/Företagsekonomi

   Author : Rebecca Ketola; Sandra Norrman; [2019]
   Keywords : UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

   Abstract : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. READ MORE