Essays about: "Brand Transparency"

Showing result 1 - 5 of 54 essays containing the words Brand Transparency.

1. 1. Reputation Management in a Digital Age : How start-ups control their online reputation

   University essay from Karlstads universitet/Handelshögskolan (from 2013)

   Author : Fanny Jacobsson; Lo Meh Paw; [2024]
   Keywords : Online Reputation Management; Brand Equity; Startups; Image;

   Abstract : Background: With digitalization, the increased use of the World Wide Web and social media combined with the aware and engaged costumer, the conditions of reputation management are also evolving (Beal & Strauss, 2008; Jones et al., 2009). READ MORE

3. 2. Full Disclosure: Demystifying craftwork and (re-)enchanting craft consumption

   University essay from Göteborgs universitet/Graduate School

   Author : Brett Smith; [2023-07-03]
   Keywords : Demystification; Enchantment; Craftwork; Transparency; Music Production; Live Streaming;

   Abstract : This paper elucidates the relationship between demystification and enchantment in craftwork. Compared to mystification, demystification has received little attention in marketing research to understand how brands can foster transparency in a way that captivates and enchants consumers. READ MORE

4. 3. Implementing CSR in Fashion Companies: Increasing Green Trust During the Transformation Process Towards Sustainable Development : An Exploratory Analysis on the Influencing Factors of Green Trust in the Fashion Sector

   University essay from Malmö universitet/Institutionen för Urbana Studier (US)

   Author : Janika Förnges; Britta Sieling; [2023]
   Keywords : transformation process towards sustainable development; sustainable development in the fashion industry; green trust on the consumer side; strategic CSR; organizational change;

   Abstract : Purpose – The purpose of this paper is to gain insights into consumer behavior to provide managerial implications on what fashion companies need to do to increase green trust during the transformation process towards sustainable development in order to increase green purchase intention. Two sub-research questions are raised to answer the main research question all- encompassing in the end. READ MORE

5. 4. Unveiling the Art of Illusion: Exploring the Fabrication of Authenticity and Trustworthiness by Social Media Micro-Influencers to Engage Their Audience : An exploratory multiple case study that aims to analyze how social media micro-influencers fabricate authenticity and trustworthiness to engage their audience

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Armin Roshandel; Felix Miöen Dahlström; Kevin Ekström; [2023]
   Keywords : ;

   Abstract : Background: Social networking sites have transformed communication and advertising, with influencers like micro-influencers and "instafamous" individuals playing a crucial marketing role. Businesses now leverage these influencers to engage audiences and promote their brands, creating new opportunities for online brand promotion and consumer engagement. READ MORE

6. 5. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Sofia Zangrande; [2023]
   Keywords : Influencer marketing; influencer whitelisting; dark posts; social media marketing; influencers; consumer perception; message trustworthiness; millennials; gen-z; gen-x; influencer; marknadsföring; sociala medier; konsumenternas uppfattning; meddelandets trovärdighet;

   Abstract : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. READ MORE