Essays about: "brand building"

Showing result 21 - 25 of 320 essays containing the words brand building.

1. 21. Reducing Waste, Building Brand: A Quantitative Study of the Impact of Second-Hand Clothing on Brand Attitude in Online Retail

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Ebba Österlund; Sofia Lindborg; [2023]
   Keywords : Sustainable consumption; Second-hand clothing; Signaling theory; Brand attitude; Online retail stores;

   Abstract : Consumers' growing awareness of the environmental impact of their consumption behaviors has resulted in an increased demand for sustainable and eco-friendly brands. Swedish online retailers have responded by offering second-hand clothing on their websites. READ MORE

3. 22. Taking Corporate Communications and Marketing Strategies to the Next LevelThrough LinkedIn : A Case Study on a Company’s Brand’s LinkedIn

   University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Author : Araitz Claramunt Oregi; [2023]
   Keywords : LinkedIn; Social Media Affordances; Social Media Marketing; Corporate Identity; Corporate Brand Identity; Brand Identity; Brand Image; Brand Position; B2B;

   Abstract : This thesis explores how organisations communicate and perform marketing nowadays, with social media platforms at the core of their strategic plan. Due to its high relevancy in B2B, the research is focused on LinkedIn and the effect of its affordances which will help dig deeper into the possibilities of using this particular social media platform as a means to define, build and shape company image and brand identity. READ MORE

4. 23. 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 Rättsvetenskap

   Author : Aini Safiya Husain Jinnah; Lolav Ismail; [2023]
   Keywords : Virality; Viral Transmission; Brand Management; Generation Z; CBBE-Model; Customer Retention;

   Abstract : 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

5. 24. Leveraging Service Recovery as a Marketing Tool

   University essay from Högskolan i Gävle/Avdelningen för ekonomi

   Author : Daniel Mubiru; Fiona Nyamache; [2023]
   Keywords : Service recovery; marketing tool; satisfaction; loyalty; brand reputation; brand image;

   Abstract : Aim: The study aims to explore the process of service recovery, its transformation into a marketing tool and identifying the outcomes of the tool to the organizations. Methodology: The research employed a qualitative methodology with an inductive approach. READ MORE

6. 25. Influencers, a company's blessing or curse?

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : David Bergdoff; Fabian Eriksson; [2023]
   Keywords : influencer marketing; endorsement; influencer types;

   Abstract : As influencer generated content leads to increased brand attitude and purchase intention, compared to traditional media, the use of influencers has become the norm in many companies' marketing strategy. However, what happens when the influencer gets in trouble? Companies' brand perception risks being indirectly affected by the scandals of associated influencers. READ MORE