Essays about: "components of brand equity"
Showing result 1 - 5 of 14 essays containing the words components of brand equity.
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1. How Influential Are They? An explorative study into the relationship between consumer-based brand equity and influencer endorsements.
University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)Abstract : Purpose: This paper aims to explore the relationship between an influencer’s endorsement of a brand and the subsequent brand’s equity within a consumer’s mind. Research Question: How will an influencer endorsement influence a consumer’s brand equity? Design, Methodology, and Approach: The authors of this paper used a qualitative approach, inductive structure. READ MORE
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2. Customer engagement within low involvement product categories - discovered
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : Customer engagement is a relatively new topic in research and due to its importance, it has recently received a lot of attention in both academia and practice. Although the attention, it still lacks knowledge regarding its components and driving factors. READ MORE
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3. Does Facebook and Instagram Advertisement have an impact on Consumer Attitude?
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Social media has been effectively changed the marketing strategies of different companies. Theprocess of advertising on social media also attracts negative comments on the brands and institutionsmaking such advertisements. The paper sought to establish the impact of such advertisements onoverall consumer attitudes. READ MORE
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4. The consequences of screwing up - How components of your brand equity are affected by a corporate scandal
University essay from Göteborgs universitet/Graduate SchoolAbstract : The purpose of this study is to investigate in detail how brand equity is affected by a corporate scandal. This is done by running an experiment where two fictive brands, only separated by the amount of CSR activities they are involved with, are responsible for a corporate scandal. READ MORE
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5. From Print to Social: Does the Choice of Media have an Impact on the Brand Building Process?
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: Based upon previous theories on customer-based brand equity, this study investigates whether the usage of either print or social media have relatively stronger impact upon the brand building components; brand awareness, emotional and functional brand image, willingness to pay a price premium and purchase intention. Methodology and Empirical Evidence: Perceptions on fictional advertisements were collected from a total of 493 respondents. READ MORE