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Showing result 1 - 5 of 40 essays matching the above criteria.

1. 1. “The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nazerath Sithara Novak; Josephine Hannah Palmeholt-Letchumanan; [2023]
   Keywords : Business and Economics;

   Abstract : This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. READ MORE

3. 2. The Upside of Upcycling : An Investigation of Construction Waste Materials’ Potential for Upcycling through Material Driven Design

   University essay from Linköpings universitet/Tekniska fakulteten; Linköpings universitet/Institutionen för ekonomisk och industriell utveckling

   Author : Alma Swärdh; My Hindersson Oddsberg; [2023]
   Keywords : ;

   Abstract : The main objective of this thesis is to show the potential that construction waste materials from Skanska’s projects have for upcycling. Materials are investigated through a comprehensive pre-study and their potential is showcased in developed concepts. READ MORE

4. 3. Exploring AI Adoption in Entrepreneurial Content Marketing Strategies of European Companies

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Johan Valeur; Mantas Liekis; [2023]
   Keywords : Entrepreneurial marketing; Artificial intelligence; Marketing; Technology adoption; Machine learning; Customer journey; AI tools.; Business and Economics;

   Abstract : Artificial intelligence has recently gained enormous attention due to its potential to revolutionize many industries. One of these areas of interest where AI may have the potential to have a significant impact is content marketing. READ MORE

5. 4. Is it too late now to say sorry? : A descriptive research on how brands' responses towards sexism advertisements affect consumers' attitudes.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Ellinor Larsson; Lovisa Ferngren; [2021]
   Keywords : Sexism advertising; Image repair strategy; denial; evasion of responsibility; reduction of offensives; corrective action; mortification; Attitudes; affect; behaviour; cognition;

   Abstract : Background: Brands that decide to publish sexist advertisements can generate issues for the company, as well as the perception the consumer has of the brand can become negative. This as consumers form attitudes towards the brand’s delivered communication which influence the overall evaluation the consumer has towards the brand. READ MORE

6. 5. The effect of social media marketing activities on brand image and brand loyalty : A quantitative study within the sportswear industry

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

   Author : Frida Johansson; Miranda Hiltula; [2021]
   Keywords : Customer Based Brand Equity; Social Media Marketing Activities; Brand Image; Brand Loyalty;

   Abstract : Purpose: The purpose of this thesis is to gain further understanding of how social mediamarketing activities can affect a firm's brand loyalty and brand image. The study was conductedwithin the sportswear industry. READ MORE