Essays about: "Self-brand association"
Found 2 essays containing the words Self-brand association.
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1. From Elite to Everyone: How User-Generated Content Democratizes Hermès and Challenges Its Exclusivity
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : 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
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2. Attract cash by being cool : Exploring the impact of brand coolness on customers willingness-to-pay
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Background: Brand coolness is a research area that has been established in prior research. Brand coolness has been defined as a subjective, dynamic, socially constructed, and positive trait brands have. READ MORE