Essays about: "brand uniqueness"

Showing result 1 - 5 of 29 essays containing the words brand uniqueness.

1. 1. The role of customer-based brand equity in the direct-to-consumer business model

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lara Stahl; Elsa Dardeau; Paul Joubert; [2023]
   Keywords : D2C; direct-to-consumer business model; customer-based brand equity; perceived brand quality; brand awareness; brand image; brand uniqueness; Business and Economics;

   Abstract : This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. READ MORE

3. 2. “The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nazerath Sithara Novak; Josephine Hannah Palmeholt-Letchumanan; [2023]
   Keywords : Business and Economics;

   Abstract : This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. READ MORE

4. 3. The price of sustainable skincare : A multimodal critical discourse analysis of influencing on TikTok

   University essay from Jönköping University

   Author : Chiara Savorelli; [2022]
   Keywords : sustainable skincare; capitalism; TikTok; influencer; class discourse analysis;

   Abstract : This thesis investigates the role of so called sustainable influencers in the communication of sustainable skincare on TikTok. Several videos are analysed using MCDA as a method and enriching the analysis with interviews performed to the influencers whose videos have been object of examination. READ MORE

5. 4. The Odd Couple

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jesper Gunnarsson; Lukas Morneweg; [2022]
   Keywords : Unconventional Brand Collaborations; perceived fit; brand partnerships; consumer culture perspective; Gen Z; Business and Economics;

   Abstract : The purpose of this research is to explore the phenomenon of Unconventional Brand Collaborations from a consumer culture perspective and discover the factors that make them appealing to Gen Z. Hence, this study aims to give another perspective than the one given by previous literature on brand collaborations, which emphasizes the need for a high perceived fit between the parent brands. READ MORE

6. 5. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jakob Ferenius; Victoria Kotras; [2021]
   Keywords : Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

   Abstract : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. READ MORE