Essays about: "female brands"

Showing result 1 - 5 of 58 essays containing the words female brands.

  1. 1. THE ROLE OF SOCIAL MEDIA FASHION  INFLUENCERS ON GEN Z CONSUMERS LAST MINUTE HOLIDAY SHOPPING : A qualitative study on gen z consumers purchase behavior on fast-fashion retailer  

    University essay from Linnéuniversitetet/Institutionen för management (MAN)

    Author : Tracy Najjuko; [2023]
    Keywords : Consumer behavior; Purchase intention; Social media; Influencers; Fashion; Fast-fashion;

    Abstract : The online activities on social media have become a popular beverage among female gen zers in Sweden, as they rely on the platforms to recieve the information they need when evaluating a fashion purchase. This research aims to investigate the consumer last-minute holiday shopping on fast-fashion brands, and how the online fashion influencer could impact them in such occasions. READ MORE

  3. 2. How do the Female Attitudes Towards Sustainable Branding Influence Purchase Intention in the Sportswear Industry : A qualitative study of women aged 20-50.

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Nicole Vizcaino; Emma Kettunen; [2023]
    Keywords : Attitudes; Sustainability; Sustainable branding; Brand sustainability; Greenwashing; Sportswear; Sportswear industry; Sports apparel industry;

    Abstract : Background: The sportswear industry has grown rapidly in the past years, with sportswear becoming a popular choice for everyday wear and sports activities. However, concerns about sustainability have emerged, prompting consumers to think about their purchasing habits. READ MORE

  4. 3. Research on marketing strategies for apparel FMCG brands based on young female consumer purchasing behaviour

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Xinying Liu; Zirong Wang; [2023]
    Keywords : Apparel FMCG; Consumer behaviour; Competitiveness; Digital Transformation;

    Abstract : Background: In today's fast-paced and highly competitive marketplace, Fast Moving Consumer Goods (FMCG) brands must create a strong competitive advantage in one way to achieve this is to understand and cater to the needs, preferences and behaviors of their target consumers.In case of apparel FMCG brands, young women are an important demographic group as they make up a large portion of the consumer market. READ MORE

  5. 4. I don't want your apology

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

    Author : Amanda Stenberg; Clara Carlberg; [2023]
    Keywords : Transgression; Social Media Influencer; Endorsing brands; Response strategy; Mortification strategy;

    Abstract : Social media influencer (SMI) transgressions when endorsing brands have become a current topic and various SMI-related scandals have gained massive media coverage in the past decade. SMIs themselves face backlash and a damaged personal brand image and the endorsing brands express either support or dissociation, through termination of contracts with the endorsed influencer. READ MORE

  6. 5. Influencers' Own Brands : Investigating the Drivers of Young Female Followers' Purchase Intentions towards Influencers' Own Brands

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Vilma Bergström; Jennifer Fredriksson Johansson; [2023]
    Keywords : Influencer; Influencers own brands; Young Females; Attitudes; Subjective Norms; Purchase Intention; Shopping habits; Previous experience; Theory of Reasoned Action;

    Abstract : Influencers have been working with collaborations with different brands during a long period of time, the latest development in their career has been to launch their own brands without any intermediators. Previous studies have investigated influencers' own brands but there is still a knowledge gap between intention and behavior. READ MORE