Essays about: "the role of brand value thesis"

Showing result 21 - 25 of 44 essays containing the words the role of brand value thesis.

1. 21. "Here Today, Gone Tomorrow"

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Effi Balandies; Phuong Ailien Nguyen; [2018]
   Keywords : omni-channel; shopping value; shopping experience; retail digitization; pop-up store; Tchibo; brand loyalty; Business and Economics;

   Abstract : The fast pace of digitization in the retail landscape has revealed serious challenges for retailers. With the rise of new touchpoints in customer journeys, retailers have to provide memorable experiences to retain and attract new customers. READ MORE

3. 22. The value creation in brand public

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zana Rama; Hongwei Han; [2018]
   Keywords : Brand public; brand community; crowd; affectivity; connective action; social status game; micro-celebrity; Business and Economics;

   Abstract : Purpose: Brand public is a new theory developed as a brand communication on social media. The aim of this thesis is to reveal the value creation of brand public in contrast to the values created by brand community Methodology: We apply a postmodern perspective and our study is constructionistic, therefore we have selected the qualitative approach called netnography. READ MORE

4. 23. The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Andreas Lampeitl; Paulina Åberg; [2017]
   Keywords : Influencer Marketing; Paid Social Media Advertising; Brand Equity; Customer-Based Brand Equity; Brand Equity Dimensions; eWOM; Brand-Promoting User-Generated Content; Social Media; Instagram; Business and Economics;

   Abstract : Purpose The purpose of this study is to examine influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. Methodology An integrative mixed method approach, with qualitative pre-study for scale development and a quantitative (n=222) main study, has been applied for testing the communication forms effect on the concepts. READ MORE

5. 24. The power of experiences

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Annemette Tolstrup Laursen; [2017]
   Keywords : experiential marketing; value co-creation; value proposition; relationship marketing; marketing action research; Social Sciences;

   Abstract : Experiential marketing is a popular strategic communication endeavour, the goal of which is to create experiences that engage consumers and adds value to the brand. The consumers make sense of these experiences and thus their brand-relationship is affected. READ MORE

6. 25. Understanding the Impact of Gender Neutral Communication on Brand Image

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nazia Sultana; Hossain Shahriar; [2017]
   Keywords : gender; gender-neutral; gendered; advertising; communication; brand image; brand association; brand personality; target marketing; Business and Economics;

   Abstract : Purpose – The purpose of this thesis is to investigate the impact of gender neutral communication on brand image. Methodology – This study was conducted using the experimental design framework of pre- post random group. The respondents were assigned into two groups: control and intervention. READ MORE