Essays about: "Brand Self-congruity"
Found 4 essays containing the words Brand Self-congruity.
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1. Becoming by Buying : A qualitative study about Brandengagement in self-concept (BESC) in the pre-purchase stage
University essay from Umeå universitet/FöretagsekonomiAbstract : Fast fashion brands provide consumers with constantly available opportunities to update,not only their wardrobes, but themselves. As our identities have become a constant projectto work on, consumption of fast fashion involves the possibilities of trial and error ofpersonal development. READ MORE
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2. Leveraging brand co-creation in a digital era: An IKEA case study
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose is to examine how IKEA works with customer brand co-creation and how it can be further leveraged in the digital era. Methodology: This paper adopts a qualitative case study method, where the primary data consists of an interview with a Social Media Specialist with pre-existing knowledge of brand co-creation at IKEA in Sweden. READ MORE
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3. The Role of Consumer’s Self-Identity on Pro-Environmental Behavioral- and Loyalty Intentions
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: We aim to enhance the understanding of why Swedish consumers perform pro-environmental behaviors and how this can be influenced by managers and marketers in the shopping mall environment, making the mall more attractive and shoppers more loyal. Theoretical Perspective: We take on a sociological perspective by researching constructs based on identity theory, conspicuous consumption, and the theory of self-congruity. READ MORE
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4. Attracting Lifestyles
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Companies who invest in marketing activities in order to create a competitive advantage are said to have a value-expressive product or brand. To be persuasive and gain a positive brand attitude advertisements of these brands must appeal to consumers Ideal Self-Identity. This is referred to as an advertisement being self-congruent. READ MORE
