Essays about: "Brand Commitment"

Showing result 16 - 20 of 85 essays containing the words Brand Commitment.

1. 16. The Impact of Brand Generated Content on Green Purchase Intention : A Study Based on Brand Generated Content on Social Media Platforms and Food Industry

   University essay from Umeå universitet/Företagsekonomi

   Author : Rupam Saha; [2022]
   Keywords : Green Consumerism; Green Purchase Intention; Green Foods; Green Products; Eco-friendly Foods; Sustainable Products; Environmental Friendly Products; Brand Generated Contents; Firm Generated Content on Social Media; Green Marketing.;

   Abstract : The increasing threats to the environment have led the consumers to enhance their concern for environment. As a result, consumers nowadays intend to purchase environmentally friendly products as part of showing their concern for environment. READ MORE

3. 17. CSR communication within controversial businesses - a closer look at the fast fashion industry

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Isac Almqvist; Lucas Holmqvist Adolfsson; [2022]
   Keywords : CSR; CSR communication; Minimise harm and Maximise good; brand identity; brand communication; fast fashion; strategic communication. CSR; CSR-kommunikation; varumärkesidentitet; varumärkeskommunikation; strategisk kommunikation.; Social Sciences;

   Abstract : Our planet is facing severe climate crises and the global companies are those who have the opportunity to make the biggest impact on how this will unfold in the future. The aim of this thesis is to gain a deeper understanding of how companies within questioned businesses are managing their CSR-communication and communicating their responsible initiatives and engagements on social media. READ MORE

4. 18. The dynamic process of brand negotiation in virtual brand communities in the airline industry - a case study of a full-service carrier, KLM Royal Dutch Airlines

   University essay from Göteborgs universitet/Graduate School

   Author : Jing Rong Chang; Corina Choi Magnusson; [2021-07-01]
   Keywords : Brand negotiation; virtual brand communities; trust and commitment; actor-network theory; airline industry;

   Abstract : The increasing application of digitalisation and the popular use of social media affect the way brands communicate with their customers. The growing significance of virtual brand communities (VBCs) such as Facebook brand fan pages has led to a change in how brands and consumers interact, thus urging researchers and marketers to look for new perspectives of management within this area. READ MORE

5. 19. 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

6. 20. Co-creation of Brand Value In Startups

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Sabbir Hasan Noor; Sara Sari; [2021]
   Keywords : co-creation; startups; brand value; brand image; social networking;

   Abstract : Startups face a wide range of opportunities and challenges when it comes to building their brand value and by extension brand image, due to possessing both limited financial and human resources. Hence, developing a distinct and enduring brand is a critical competitive imperative for them. READ MORE