Essays about: "Brand Equity"

Showing result 1 - 5 of 235 essays containing the words Brand Equity.

  1. 1. Good Guy versus Bad Guy: How are Patagonia´s and H&M´s Green(wash)ing Strategies Perceived among Consumers?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sebastian Köhler; Lum Rexha; Pieter Christiaan Sturm; [2021]
    Keywords : Greenwashing; Green brand associations; Green brand image; Brand credibility; Green brand equity; Fashion industry; H M; Patagonia; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. READ MORE

  2. 2. Renting is the New Black?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Christina Julia Pretz; Lisa Maria Stadlbauer; [2021]
    Keywords : Luxury fashion brands; consumer perceptions; rental platforms; exclusivity; ownership; access-based economy; Business and Economics;

    Abstract : This study aims to investigate consumers’ perceptions of luxury fashion brands and whether these perceptions differ with and without the context of luxury rental platforms. A qualitative methodology was adapted, using semi-structured interviews and an abductive research approach. READ MORE

  3. 3. COVID-19’s Impact on Consumer Behaviour, Brand Equity and Loyalty. : -A qualitative study analysing how the COVID-19 pandemic affects consumer behaviour and brand loyalty & equity

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Casper Gustafsson; Li Yanzhuo; [2021]
    Keywords : covid-19; covid; konsumentbeteende; brand equity; Brand loyalty; lojalitet; sociala vetenskaper; Consumer behaviour; brand loyalty; brand equity.;

    Abstract : Purpose - This study's purpose is to compile literature on consumer behaviour, brand loyalty and equity and to investigate how the ongoing COVID-19 pandemic have affected consumer behaviours, brand loyalty and equity in Sweden.Design/methodology/approach - A theoretical framework was formed by three main concepts, consumer behaviours, brand loyalty and equity. READ MORE

  4. 4. The Stock Market and Brand Equity: A Quantitative Study on the Swedish Stock Market's Reaction to Long- and Short-term Changes in Brand Equity

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Alfred Sjunnesson; Lukas Floding; [2021]
    Keywords : Brand equity; Stock market; Stock price; Trading volume;

    Abstract : Brand equity is a well-established term within the field of marketing, commonly used to describe the value of a brand name and its associations. Through an analysis of how the changes in brand equity of 15 companies listed on the Swedish stock exchange correlates with their stock prices, along with an event study of different negative company-related incidents, and a survey study of how these incidents are perceived by the Swedish public, the aim of this thesis paper is to answer our proposed research questions (1) "To what extent does the price a stock is traded at adjust in response to long-term changes in brand equity?" and (2) "To what extent do company-related incidents cause a short-term negative reaction in brand equity and, consequently, a negative reaction in stock price and a positive reaction in trading volume?". READ MORE

  5. 5. Exploring Fast Fashion renting and its influence on Brand Equity - A comparative study between Sweden and Russia

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Vladislav Galkin; Christopher Kewenter; [2021]
    Keywords : Fast fashion; Sustainable consumption; Collaborative consumption; Renting; Brand Equity; Business and Economics;

    Abstract : Abstract Keywords: Fast fashion, Sustainable consumption, Collaborative consumption, Renting, Brand Equity. Purpose of the thesis: This thesis aims to discover changes in Millennials' Brand perceptions towards renting in Fast fashion, having a cultural comparison perspective between Russia and Sweden. READ MORE