Essays about: "endorsement branding"

Showing result 1 - 5 of 8 essays containing the words endorsement branding.

1. 1. Can celebrity endorser characteristics impact brand loyalty? : An explanatory study on celebrity endorsers’ characteristics with brand loyalty

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Ratchaneekorn Dewar; Khaliun Davaakhuu; [2022]
   Keywords : Celebrity endorsers’ characteristics; the trustworthiness of celebrity endorsers; the attractiveness of celebrity endorsers; the expertise of celebrity endorsers; brand loyalty.;

   Abstract : Background: Nowadays, companies globally utilise various branding strategies to win and build strong brand loyalty. One of the marketing strategies tools that companies utilise since the 21st century is celebrity endorsement. READ MORE

3. 2. Strong Employer Brands and Employee Advocacy in Social Media : exploring the Employee Perspective

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Erika Stenman; [2019]
   Keywords : Brand Citizenship Behaviour; Employee Advocacy; Employee Recommenders; Employer Branding; Online Employee Endorsement; Social Media; Personal Brand;

   Abstract : Employer Branding activities in the competitive labour market are becoming increasingly interactive rather than being a top-down exercise. Limited resources together with new technology is playing a role in this development. Little, but some research exists on Employee Advocacy or the voluntary promotion and defence of a brand by its employees. READ MORE

4. 3. Why Brands Still Cause Trouble : Revisiting Holt's dialectical theory of consumer culture and branding

   University essay from

   Author : Luis Grau; Andrei Vanetski; [2018]
   Keywords : brands; consumers; consumer culture; instagram; influencers; marketing; micro-celebrity; endorsement; Bourdieu s habitus; lacan s discourse;

   Abstract : The rise of social media in general and Instagram in particular has enabled a new type of celebrities, called micro-celebrities, that nowadays are being increasingly used by companies to endorse their products or establish their brands. While celebrity endorsement as a type of stealth branding together with some other marketing techniques characteristic of postmodernism were predicted to be unveiled and scorned by consumers (Holt, 2002), there are signs that through the practices of micro-celebrities, the language and logic of marketing have become even more ubiquitous in our contemporary social life (Khamis et al. READ MORE

5. 4. Faster faster, cheaper cheaper : A study about how fast fashion brands have affected luxury brands

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Philip Lundén; [2017]
   Keywords : fast fashion; luxury fashion; strategy; fashion; e-commerce; consumption; and consumer behavior;

   Abstract : Today it seems like fast fashion brands are affecting luxury brands. Have the fast fashion brands been ignored too long and have luxury brands failed at protecting their brand values?  Luxury fashion brands make collaborations with fast fashion designers, something that would have been unthinkable a long time ago. READ MORE

6. 5. Three Little... & Other Stories - A quantitative study of using specific endorser types in storytelling

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

   Author : Maria Jonsson; Anna Sjöstedt; [2013]
   Keywords : Storytelling; Endorsement theory; Marketing communication; Branding; Founder;

   Abstract : Many companies use Storytelling today. While its effectiveness has been established in several studies, little investigation has been made into how a story should be composed in order to be effective in terms of consumer response. READ MORE