Essays about: "Brand Dislike"

Showing result 1 - 5 of 6 essays containing the words Brand Dislike.

  1. 1. Gillette ‘We believe: the best men can be’ – the advertisement that shaved itself off the market.

    University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

    Author : Merel Cheng; Lisa Frommann; [2023]
    Keywords : Gillette; advertising; advertisement; marketing; brand; gender; masculinity; backlash;

    Abstract : Background:  The 2019 Gillette advertisement ‘We believe: the best men can be’ was released when the #MeToo movement was gaining momentum. The commercial addressed conventional ideas of masculinity and received a lot of public criticism for its message. READ MORE

  3. 2. Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andrés Emilio Garcia Raffo; Niklas Kjellander; [2022]
    Keywords : Brand Community; Anti-Brand Community; Brand Dislike; Consumer-activism; Business and Economics;

    Abstract : Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands. Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs. READ MORE

  4. 3. How FIFA Scores from an Offside Position: Understanding the longevity of a Disliked Brand.

    University essay from

    Author : Joris Bertholet; Daan Juistenga; [2021]
    Keywords : FIFA; Brand Longevity; Brand Dislike; Customer Valuation; Brand Loyalty; Video Games;

    Abstract : Background: Organizations desire to create and maintain a strong and long-lasting relationship with their consumers. Firms enjoy many benefits through the loyalty of customers, such as lower marketing costs, increased revenue, and much more. READ MORE

  5. 4. Student Perspectives of Social Media Brands: Facebook and Instagram : Factors Influencing Brand Success

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Amanda Johnsson Östergren; Linnea Alldrin; [2019]
    Keywords : Brand; Brand Identity; Brand Image; Brand Personality; Brand Perception; Brand Strategy; Brand Value; Brand Equity; User Image; Consumers; Factors of Success; Influence; Social Network; Social Media; Students.;

    Abstract : Branding is an influential aspect a company can have to gain the attention of their customers. It is often said that, “Your brand is your promise to your customer”, because the brand is a confirmation that the product or service you are selling matches the expectations of the customer and their wants or needs (Grosdidier, 2012). READ MORE

  6. 5. Why Do We Hate Brands? : A qualitative study of how the dark side of branding is influenced by group identification

    University essay from Umeå universitet/Företagsekonomi

    Author : Lucas Rodrigues; Daniel Karlsson; [2015]
    Keywords : Brand Hate; Non-customers; Group Identification; Reference Groups; Perception of brands; Brand Image;

    Abstract : Abstract The purpose of this thesis was to gain a better understanding of the relatively new concept of Brand Hate. More specifically, how Brand Hate can occur in people with no to little experience with certain brands, so called non-customers. READ MORE