Essays about: "Brand associations"

Showing result 26 - 30 of 128 essays containing the words Brand associations.

1. 26. It’s just a meme bro! : How memes in marketing communication affects brand personality

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Alban Krasniqi; Victor L. Palmstadius; [2021]
   Keywords : Brand personality; A New Measure of Brand Personality; secondary associations; memes; marketing communication;

   Abstract : Internet memes have in recent years become a prevalent phenomenon which brands have now started to use in their marketing communication efforts. Previous brand personality research suggested that communication style can change a brand’s perceived personality from a consumer’s perspective. READ MORE

3. 27. Trust Builder Bitcoin : Cryptocurrencies as Marketing Tools beyond Functionality in the Exemplary Application Sector Online Sex Shops

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

   Author : Sarah Palurovic; [2021]
   Keywords : Bitcoin; Crypto Currencies; Bitcoin as a Marketing Tool; Online Sex Shop Marketing; Trust building; Brand Extension;

   Abstract : Up until now, Bitcoin as a marketing tool to leverage the brand image of an e-retailer has only been researched scarcely. This paper contributes to filling this gap by looking at Bitcoin’s suitability as primarily a cognition-based trust-building tool in the context of online sex shops. READ MORE

4. 28. The Millennial Eyes : A Study Of Consumers’ Response Towards Sustainable Fashion Collaborations’ Communication

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

   Author : Cecilia Sion; Yasmine Nehmé; [2021]
   Keywords : fashion collaborations; sustainable fashion; communication of sustainability; fashion communication; millennial consumers;

   Abstract : The fashion industry has faced a radical change in how the market has been operating towards a more digitized landscape, and several fashion brands have started developing greater customer experiences as well as engaging the consumers with conveyance of authentic content. Since fashion collaborations can increase awareness and have an immense impact on the consumers’ perception, the concept of creating sustainable collaborations have become an ideal way to meet the needs of the millennial consumers. READ MORE

5. 29. Rebranding of stereotypical food brands : How Nordic consumers perceive the product rebranding and its impact on brand equity

   University essay from Jönköping University

   Author : Joel Pettersson; Jesse Hannelius; [2021]
   Keywords : Product rebranding; food brands; stereotypes; brand equity; perceived rebranding; consumer; Nordics;

   Abstract : Background and Purpose: The process of rebranding requires a lot of consideration and analysis in order to be successful. In 2020, a rebranding movement of stereotypical brands began in the USA, and the effects also transpired to the Nordics, leading to multiple brands in the food industry initiating a rapid rebranding process. READ MORE

6. 30. High versus Low: The Effect of AURs and Brand Equity in Live Stream Shopping

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Emma Andersson; Sarangua Tsogtoo; [2021]
   Keywords : Live stream shopping; Aggregate User Representations; Customer-based brand equity; Source credibility; Purchase intention;

   Abstract : Live Stream shopping is a rising phenomenon expected to transform retail worldwide. Despite the eminent need for practitioners to understand the best case use of live stream shopping, the subject is scarcely explored in academic research. READ MORE