Essays about: "consumers’ interpretation of brand values"

Showing result 1 - 5 of 6 essays containing the words consumers’ interpretation of brand values.

1. 1. Be Proud of Your Menstruation! A case study of commodity feminist discourse in mainland China.

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Yiyun Zhu; [2022]
   Keywords : Menstruation; Femvertising; Regional adaption; Orientalism; Critical Discourse Analysis CDA ; Social Sciences;

   Abstract : Adopting a critical discourse analysis approach, this study presents a case study around the “Menstruation should not be hidden” campaign launched by the Swedish brand, Libresse, in the Chinese market. With the aim to explore how does the brand strategically use female empowering discourse to construct new meanings of menstruation for a regional market, and the socio-cultural factors involved. READ MORE

3. 2. Supporting the Cause: How Can Football Supporters Engage with a Club's Brand Extensions

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alessandro Solmi; Peter Moane; [2021]
   Keywords : Brand Extensions; Engagement; Interaction; Supporters; Football clubs; Business and Economics;

   Abstract : Title: Supporting the Cause: How Can Football Supporters Engage with a Club’s Brand Extensions Seminar Date: June 4th, 2020 Course: BUSN39: Degree Project in Global Marketing Authors: Peter Moane and Alessandro Solmi Supervisor: Ekaterini Drosou Thesis Purpose: This research aims at understanding what English supporters of football teams with a small fan base deem important in order to buy, engage or interact with the brand extensions put in place by their favourite club, thereby contributing to the club’s revenue. Methodology: The thesis adopts a relativist ontology and a social-constructionist epistemology, which induced authors to choose a qualitative method and an abductive approach. READ MORE

4. 3. The Impact of Negative ewom on Brand Loyalty : A qualitative study in the context of social media

   University essay from Umeå universitet/Företagsekonomi

   Author : Therese Melander; Filip Dyrelöv; [2021]
   Keywords : ;

   Abstract : Social media is a modern commodity, almost half of the world's population are connected to it in some capacity. As a result of the accessibility and the reach social media have, many brands have also established their presence there. READ MORE

5. 4. The value of brand values

   University essay from IT-universitetet i Göteborg/Tillämpad informationsteknologi

   Author : Caroline Therése Lanetoft; [2012-11-26]
   Keywords : Brand values; brand equity; consumers’ interpretation of brand values; consumer behaviour; brand management; engagement; brand sensitivity; brand knowledge; brand association; added value; brand loyalty; brand image;

   Abstract : As the society is changing due to technology, the markets are emerging into becoming more homogeneous. The consumer behaviour is changing, and with that, the value of brands. This thesis aims to investigate how consumers interpret brand values and how brands can generate value for the consumers’. READ MORE

6. 5. Brand personification through music as brand knowledge : Learning from the perspective of consumers of hip-hop music in Sweden, on the associations of music in sneaker brands

   University essay from Internationella Handelshögskolan

   Author : Jose Enrique Leyva Navarro; [2011]
   Keywords : brand personality; music-genres; cognitive schemas; brand image research; projective techniques; sneakers tennis shoes ; hip-hop; symbolic consumption; branding; brand knowledge; fashion goods;

   Abstract : Background. Previous research on the investigation of brand personality (BP) can be found to use the personification metaphor of brands through celebrities, occupations and animals. Brand image research aims to discover the human characteristics attached to a brand. READ MORE