Essays about: "negative social effect of brand"

Showing result 1 - 5 of 24 essays containing the words negative social effect of brand.

1. 1. Are Influencers the Next Brand-Building Tool? : A Qualitative Study on How Influencer Marketing Affects Customer-Based Brand Equity

   University essay from Umeå universitet/Företagsekonomi

   Author : Klara Brännström; Sandra Elstig; [2023]
   Keywords : Influencer Marketing; Customer-Based Brand Equity;

   Abstract : Given the rise of social media and the growing importance of influencers on consumer behavior, gaining an understanding of how influencers and the practice of influencer marketing impact the brand from the consumer's perspective is crucial. Additionally, a significant amount of companies compete for consumers' attention in today's market. READ MORE

3. 2. 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

4. 3. The Connection between a Multitier Private Label Portfolio and Retailer Brand Image: Investigating Consumer Perceptions

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Helena Abrahamsson; Sarah Keppler; [2023]
   Keywords : private label; multitier private label portfolio; retailer brand image; consumer perceptions; Business and Economics;

   Abstract : Thesis Purpose: This thesis aims to understand how a multitier private label portfolio is linked to the retailer brand image from a consumer perspective by using a case study of the Swedish grocery retailer ICA. Furthermore, we aim to comprehend the connection of the contained private labels in a multitier private label to the retailer brand image. READ MORE

5. 4. How Generation Z perceive brand personality on TikTok

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Bea Burke; Katrina Mitrofanova; [2023]
   Keywords : Generation Z; personality dimensions; brand personality; TikTok;

   Abstract : Background: Since its publication in 1997, Jennifer Aaker’s brand personality model has been challenged but none of the publications have had the same seminal effect. Additionally, differences in perceptions of Aaker’s personalities have been found which suggests a gap of knowledge to research. READ MORE

6. 5. Generation Z and brand loyalty: the influence of Gen Z specific expectations on attitudinal and behavioural loyalty

   University essay from Umeå universitet/Företagsekonomi

   Author : Nine Cagnin; Manon Nicolas; [2022]
   Keywords : Generation Z; brand loyalty; attitudinal; behavioural; ethics; omnichannel experience; value for money; entertaining content; authenticity;

   Abstract : Background - Generation Z is the future larger group of consumers. Members of thisgeneration are key in the strategy of brands to remain competitive in the long-term. Buttheir loyalty is more difficult to get compared to other generations. It is assumed that itis linked to their specific expectations and the way brands handle them. READ MORE