Essays about: "Brand Intimacy"

Found 4 essays containing the words Brand Intimacy.

  1. 1. How weird elements in brand communication can strengthen brand intimacy.

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
    Keywords : Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

    Abstract : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. READ MORE

  3. 2. Transmedia storytelling in the music industry : The case of BTS

    University essay from Jönköping University/HLK, Medie- och kommunikationsvetenskap

    Author : Alvia Zuhadmono; [2021]
    Keywords : BTS; K-pop; transmedia; transmedia storytelling; music and social change; transmedia music; audience engagement; fan activism; fandom; ARMY; sustainability;

    Abstract : This case study research examines the impact of transmedia storytelling on the global reach of Korean-pop (K-pop) group BTS (Bangtan sonyeondan) and how narratives within the transmedia storyworld can motivate the audience to seek individual and social change. This study is inspired by the rise of BTS in the global music industry. READ MORE

  4. 3. Value co-creation and Industry 4.0 : A comparative cross-case study of luxury vs. fast-fashion brands

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Dumitru Lopusneac; [2020]
    Keywords : co-creation; industry 4.0; fashion; luxury; fast-fashion;

    Abstract : Consumers have changed their behaviour from passive roles to active ones, demanding their beloved brands to be integrated into long-lasting customer-brand relationships. With this ideology, which is the basis for the S-D logic, there is an on-going scientific debate on the value co-creation phenomenon and its effects on sustaining long-term brand-customer relationships in the context of the fashion industry. READ MORE

  5. 4. ”Why don’t you have your own car?” : A master thesis investingating how Access-based consumption creates consumer-brand relationships for car brands.

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Alexander Garcin; Olle Falkenäng; [2014]
    Keywords : Relationship Marketing; Brand Relationship Quality; BRQ; Fournier; Access-based consumption; Ownership-based consumption; Carpool; Car Brands; Ford; Skoda; Volkswagen; Toyota;

    Abstract : Ownership-based consumption mode has been perceived as the normative ideal in how consumer-brand relationships are created. Today, Access-based consumption mode allows consumers to access brands among other consumers without needing to sole- or joint own them. READ MORE