Essays about: "Brand Communities"

Showing result 11 - 15 of 82 essays containing the words Brand Communities.

1. 11. The Development of Brand Loyalty within Online Motorsport Brand Communities

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

   Author : Alexander Hedlund; Simon Sundelius; [2023]
   Keywords : Brand Loyalty; Online Brand Communities; Motorsport; Motorsport Brand Communities; Brand Community Engagement; Brand Identification; Brand Community Participation; Brand Community Identification; Brand Community Trust; Brand Community Commitment;

   Abstract : The use of online brand communities and its effect on brand loyalty has been heavily researched in previous studies. However, online brand communities in the context of motorsport, which is inherently different from other sports, has not been thoroughly researched previously and currently remains unknown. READ MORE

3. 12. Brand value co-creation within e-sport industry : A study on Generation Z’s brand relationship quality in brand value co-creation in the Vietnamese e-sport industry

   University essay from

   Author : Chau Le; Nhan Chau; [2023]
   Keywords : Brand value co-creation; brand relationship quality; e-sport industry; Stimuli-Organism-Response framework;

   Abstract : Brand value co-creation is an essential theme in Marketing research. The research aims to investigate the degree to which brand relationship quality on social media influences Generation Z’s motivation to co-create by applying the Stimulus-Organism-Response framework. READ MORE

4. 13. Brand Value Co-Creation on Social Media: How and Why Consumers Engage in Co-Creation - A Netnographic Study Investigating a Consumer Perspective on Value Co-Creation

   University essay from Göteborgs universitet/Graduate School

   Author : Julia Estrella; André Forsberg Berntsson; [2022-08-04]
   Keywords : Brand Evolution; Brand Value; CCCV; Customer Categories; Online Brand Communities; Co-Creation on Social Media;

   Abstract : Social media has elevated consumers' role in the process of brand value creation, emphasizing the view that value is co-created. Previous research has provided conceptualizations and broad descriptions, leaving a lack of empirical research. READ MORE

5. 14. Exploring loyalty within car subscriptions, in the case of Care by Volvo - How can brand communities and social bonds be used to increase Millennials’ customer loyalty in the car subscription business model?

   University essay from Göteborgs universitet/Graduate School

   Author : Aya Allali; Feiwei Lu; Heidi Botic; [2022-08-04]
   Keywords : Car subscriptions; Care by Volvo; Millennial consumers; loyalty; brand communities; social bonds on social media;

   Abstract : Introduction: Subscription is a fairly new phenomenon, with several arising innovations. One of these innovations is Care by Volvo. This business model counters ownership of cars to accessibility to cars, which several generations also seem to do. One of these generations are millennials which are the focus of this study. READ MORE

6. 15. Fan Community Activities That May Destroy Value

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Chandhni Jayakanth; Anesa Kuruzovic Subo; [2022]
   Keywords : Business and Economics;

   Abstract : Course: BUSN39 Degree Project in Global Marketing - Master Level Keywords: Brand Community, Branding, Brand Loyalty, Value Destruction, Fandom, Music Artists, EXO Purpose: The purpose of this study is to research brand communities and understand if certain brand community activities may contribute towards the destruction of value of the brand. Specifically, this thesis will focus on music artist brands, their fandom communities and how the fan activities and discourse may be destructive in nature for the value of the music artist’s brand. READ MORE