Essays about: "Andreea Anchidin"

Found 1 essay containing the words Andreea Anchidin.

1. 1. Brand equity in the Twitch streamers market : A quantitative study of David Aaker’s brand equity model.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Andreea Anchidin; Sofia Bigert; [2023]
   Keywords : Brand Equity; Brand Loyalty; Brand Awareness; Brand Associations; Perceived Quality Streamers; Influencers;

   Abstract : Purpose: This research aims to test the application of a customer-based brand equity model, based on Aaker´s well-known conceptual framework of brand equity in the context of streamers.  Design/Methodology- This research has used multiple linear regression to test the relationship between brand equity and brand loyalty, brand awareness, brand associations as well as perceived quality. READ MORE