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Showing result 1 - 5 of 42 essays matching the above criteria.

  1. 1. Customer engagement within low involvement product categories - discovered

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Olivia Blomqvist; Joel Samuelsson; [2022]
    Keywords : Customer engagement; engagement; involvement product categories; involvement; consumer behavior; antecedents; marketing; brand community; brand equity.;

    Abstract : Customer engagement is a relatively new topic in research and due to its importance, it has recently received a lot of attention in both academia and practice. Although the attention, it still lacks knowledge regarding its components and driving factors. READ MORE

  3. 2. Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? : A mono-method qualitative study

    University essay from Umeå universitet/Företagsekonomi

    Author : Margot Descouens; Valentine Gerbault; [2021]
    Keywords : femvertising; social brand activism; purplewashing; Generation Y; social media; Instagram; cosmetics industry;

    Abstract : In recent years, femvertising has become a new issue of interest for companies, specifically in areas targeting women. Indeed, some companies in the cosmetics industry, such as Dove - a pioneer in the field - have been addressing the representation of women in advertising by tackling issues of equality, inclusiveness, and self-acceptance. READ MORE

  4. 3. Sustainable apparel marketing and consumption : An analysis of Patagonia’s Worn Wear video marketing campaign

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Artem Syniuk; [2021]
    Keywords : Sustainable marketing; fashion; apparel industry; semiotics; documentary video; Patagonia inc.;

    Abstract : Background: The modern world struggles with an environmental crisis and many industry sectors could be considered as non-sustainable. The fashion industry is poorly performing both in ecological and social sustainability due to mass production and apparel waste caused by fast changing fashion. READ MORE

  5. 4. Motion Graphics in Relation to Branding : An Exploratory Study

    University essay from Jönköping University/JTH, Industridesign

    Author : Maryna Hanna; Nesia Coman; [2021]
    Keywords : Motion Graphics; Branding; Digital Brands; Visual Identities; Moving Brands; Movements;

    Abstract : Nowadays, there are many trends and changes happening in the market industry, in order to cope with the rise of technologies. Brands are finding new, modern, and revolutionary ways in order to elevate their identities into new levels. Therefore, the adoption of motion graphics and videos yield remarkable improvements in marketing in general. READ MORE

  6. 5. Digital advertising on a regulated market : A multiple-case study in the Swedish alcohol industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Wilhelm Borgstam; Dimitri Koido; [2021]
    Keywords : Digital Advertising; Brand Awareness; Regulated Markets; Market Regulations; Social Media Marketing; Digital Media Channels;

    Abstract : In regulated markets companies must comply with various rules, standards, and approval protocols to avoid expensive lack-of-compliance costs. Such regulations often limit the ability of companies to advertise and thereby reach out to consumers. READ MORE