Essays about: "Brand Affection"
Showing result 1 - 5 of 7 essays containing the words Brand Affection.
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1. THE IMPACT OF CANCEL CULTURE ON CONSUMERS IN THE FASHION INDUSTRY - An exploratory qualitative study on post-millenials
University essay from Göteborgs universitet/Graduate SchoolAbstract : The growth of cancel culture has been rapid within marketing and consumption during recent years. With the emergence of cancel culture, consumers have been enabled to use their voices to hold brands accountable, where social media has made information easily available making consumers constantly informed. READ MORE
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2. Keeping Up With The Heritage : An exploration of consumers emotional connections to heritage luxury fashion brands on Instagram
University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomiAbstract : Purpose The aim of this master’s thesis is to gain in-depth insight into the emotional connections of consumers to the brand heritage of luxury fashion brands. Another aim of the paper is to investigate how brand love is enriched by the communication of brand heritage dimensions on Instagram. READ MORE
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3. The determinants of Chinese consumers’ purchase intention regarding online-celebrity brand products
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : As the digital society, built up by the internet, gradually changes people's lives, online celebrities are emerging in China and have discovered the huge business opportunities of online platforms by establishing their own brands. Many brands created by Chinese online celebrities are increasingly popular among consumers, such as Li Ziqi and Taozi Sister. READ MORE
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4. Sustainability Sells : Appeals driving Consumer Engagement of Green Skincare Brands
University essay from Jönköping University/IHH, FöretagsekonomiAbstract : Background: Sustainability within the skincare industry is an important theme in marketing research. Sustainability sells, but it is necessary to understand how brands can drive consumer engagement on Instagram by using certain appeals. READ MORE
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5. Consumer-Based Brand Equity Within the Insurance Industry : Attitudes Towards Corporate Social Responsibility
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Modern technology has provided for greater company transparency and media coverage, which among other has led to customers being able to increasingly demand corporate social responsibility (CSR) initiatives from companies. Companies should however not consider CSR as a constraint, but rather as a way to create competitive advantage, generating positive outcomes. READ MORE