Essays about: "Brand Meaning"

Showing result 16 - 20 of 106 essays containing the words Brand Meaning.

1. 16. Individual sponsorship implementation and its managerial motivations : A collective case study of the managerial motivations behind the implementation of individual sponsorship in Swedish outdoor recreation sports

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Olle Lagerqvist; Daniel Carlsson; [2022]
   Keywords : Sponsorship; sport sponsorship; individual sponsorship; leveraging; congruence; sponsorship-linked marketing;

   Abstract : Background: In recent years, sponsorship has become an important and heavily implemented marketing communications tool, and the significance of sponsorship is especially seen within the context of sports. Despite the heavy implementation of sponsorship, both in a team context and on an individual level, existing sponsorship literature has been strongly focused on sponsorship in a team context, thus neglecting the individual aspect of sponsorship. READ MORE

3. 17. The Perception and Attitude of Tea Tourism from Tourists’ perspective : A case study of Longjing Tea

   University essay from Uppsala universitet/Institutionen för samhällsbyggnad och industriell teknik

   Author : Xinyue Li; [2022]
   Keywords : ;

   Abstract : Tea has a long history in China. The combination of the tea industry and tourism industry is conducive to promoting and disseminating tea culture. It can also bring more economic and cultural benefits to the tourism industry. Tea tourism focuses on participation, which brings tourists a personalized, experiential, and leisurely experience. READ MORE

4. 18. Moral Decoupling: Analysis of Possible Factors Causing Consumers to Ignore Brand’s Greenwashing Practices and the Effect on Purchase Intention

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Silvia Pilar Cano Casas; Eugènia Valls Llufriu; [2022]
   Keywords : Greenwashing; Moral Decoupling; Regulatory Focus Theory; Brand Identity Fusion; Purchase Intention;

   Abstract : Background: Due to the growth of green markets, the phenomenon of greenwashing arises. This leads to consumers experiencing feelings of betrayal and having trust problems with the brand using this misleading tactic. READ MORE

5. 19. Can Social Media Help Boost Customer Satisfaction? : A quantitative study on how different social media marketing activities impact customer satisfaction.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Caiyan Liu; Frida Andersson; Iftin Omar; [2022]
   Keywords : “Social media marketing”; “Social media marketing activities”; “Customer satisfaction”; “Entertainment”; “Trendiness”; “Customisation”; “Interaction”; “WOM”; “EWOM”; “Quantitative research”.;

   Abstract : Background: The development of social media brings traditional marketing into a newera - social media marketing - which offers new platforms through which brands cancarry out marketing activities and connect with their customers. Thus, social mediamarketing has become important for brands and marketers to reach their customers andsocial media marketing activities (SMMAs) include entertainment, trendiness,customisation, interaction, and word of mouth (WOM). READ MORE

6. 20. Materiality and Brand Discursivity: Study case on commodities and discursive practices in the Swedish market.

   University essay from Lunds universitet/Avdelningen för etnologi

   Author : Ray Rodriguez Manrique; [2022]
   Keywords : Discourse Analysis; Brand discourse; Materiality; Commodities; Social Biography of Objects; Cultural Sciences;

   Abstract : This thesis analyzes the link between materiality and brand discursiveness. This study examines how material culture contributes to brand narratives' meaning and symbolic construction. For this purpose, the creation of commodities with metal obtained from molten guns is analyzed through a discursive analysis and anthropological theory. READ MORE