Essays about: "Brand Fellowship"

Found 2 essays containing the words Brand Fellowship.

1. 1. Customer engagement within low involvement product categories - discovered

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Olivia Blomqvist; Joel Samuelsson; [2022]
   Keywords : Customer engagement; engagement; involvement product categories; involvement; consumer behavior; antecedents; marketing; brand community; brand equity.;

   Abstract : Customer engagement is a relatively new topic in research and due to its importance, it has recently received a lot of attention in both academia and practice. Although the attention, it still lacks knowledge regarding its components and driving factors. READ MORE

3. 2. Business-to-Business Brand Pathos - Exploring Brand Fellowship in B2B Communication

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sebastian Zierke; Chris Young; [2017]
   Keywords : Business-to-Business; rhetorical appeals; ethos; logos; pathos; CBBE; Brand Fellowship; B2B Brand Pathos; brand communication; JCB; Business and Economics;

   Abstract : Purpose: The purpose of this master thesis was to explore, define and characterise the phenomenon of Brand Fellowship within business-to-business (B2B) communication by using the rhetorical appeals of ethos, logos and pathos. Brand Fellowship was observed to be the emotional relationship between man and machine that influences how heavy-duty machine companies construct their brand. READ MORE