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Showing result 1 - 5 of 13 essays matching the above criteria.

1. 1. Flame retardant treated wood : An investigation into phytic acid and its ability to act as a flame retardant agent

   University essay from Luleå tekniska universitet/Byggkonstruktion och brand

   Author : Mattias Ström; Herman Paulusson; [2023]
   Keywords : Flame-retardant; Phytic acid; Wood;

   Abstract : Flame-retardant coatings have been serving their purpose since the romans ruled Europe. These products have been developed through the years, by mixing and synthetizing solutions, which have resulted in effective, although questionable, products due to their impact on the environment and our health. READ MORE

3. 2. When Social Media Hits the Fan - How Customer Value is Influenced by a Brand Crisis on Social Media

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sonya Martinsson; Josefine Svensson; Rebecca Jönsson; [2023]
   Keywords : Brand Crisis on Social Media; Customer Judgements; Customer Feelings; Customer Brand Resonance; Customer Value; Business and Economics;

   Abstract : Keywords: Brand Crisis on Social Media, Customer Judgements, Customer Feelings, Customer Brand Resonance, Customer Value. Purpose: The purpose of this master thesis is to investigate how a brand crisis on social media influences customer value of a brand. READ MORE

4. 3. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Alice Ekeroth; [2023]
   Keywords : corporate branding; brand positioning; brand activism; anti-brand activism; brand communication; Social Sciences;

   Abstract : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. READ MORE

5. 4. Riding the Viral Wave: Generation Z consumer behaviour during viral demand in relation to Brand Management : A qualitative study on how to strategize brand equity management to prolong customer retention from viral demand based on Generation Z consumer behaviour.

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

   Author : Aini Safiya Husain Jinnah; Lolav Ismail; [2023]
   Keywords : Virality; Viral Transmission; Brand Management; Generation Z; CBBE-Model; Customer Retention;

   Abstract : Background: Following the development brought by the digital age, social networks and consumer behaviour has significantly changed. The network connectivity of WEB 2.0 enables information to spread at an accelerated rate to a wide scope, creating viral demand. This phenomenon presents an opportunity for brands to increase their customer base. READ MORE

6. 5. The consumer perspective of brand activism : A qualitative study of how consumers view brand activism and the genuineness of it

   University essay from Stockholms universitet/Marknadsföring

   Author : Nadezda Pavlovica; Jeannie Lendeng; [2023]
   Keywords : Brand activism; consumer perception; brand resonance; sociopolitical issues; brand-cause fit; brand authenticity;

   Abstract : Upon Russia’s invasion of Ukraine and the outbreak of war in early 2022, brands around the world took a stand to mark their position against Russia and in support of Ukraine. Even brands that did not have any direct ties to Russia or any involvement in the conflict distanced themselves from being associated with Russia by ceasing operations, stopping sales, or changing brand names. READ MORE