Essays about: "Brand creation"

Showing result 21 - 25 of 217 essays containing the words Brand creation.

  1. 21. Co-Creation: What Users Want - A Qualitative Study on how Social Media Users balance Motivators and Barriers to Co-Create within Marketing Activities on Social Media Platforms

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Anna Mellin; Ioannis Diakoulakis; [2023]
    Keywords : Value Co-Creation; Co-Creation; Social Media; Social Media Marketing Activities; Social Media Users; Motivations; Barriers; Business and Economics;

    Abstract : The aim of this research is to explore motivators and barriers that customers balance when it comes to co-creation in marketing activities undertaken by brands on social media. A qualitative research strategy was decided, with semi-structured interviews as the research method. READ MORE

  3. 22. Brand value co-creation within e-sport industry : A study on Generation Z’s brand relationship quality in brand value co-creation in the Vietnamese e-sport industry

    University essay from

    Author : Chau Le; Nhan Chau; [2023]
    Keywords : Brand value co-creation; brand relationship quality; e-sport industry; Stimuli-Organism-Response framework;

    Abstract : Brand value co-creation is an essential theme in Marketing research. The research aims to investigate the degree to which brand relationship quality on social media influences Generation Z’s motivation to co-create by applying the Stimulus-Organism-Response framework. READ MORE

  4. 23. Brand Value Co-Creation on Social Media: How and Why Consumers Engage in Co-Creation - A Netnographic Study Investigating a Consumer Perspective on Value Co-Creation

    University essay from Göteborgs universitet/Graduate School

    Author : Julia Estrella; André Forsberg Berntsson; [2022-08-04]
    Keywords : Brand Evolution; Brand Value; CCCV; Customer Categories; Online Brand Communities; Co-Creation on Social Media;

    Abstract : Social media has elevated consumers' role in the process of brand value creation, emphasizing the view that value is co-created. Previous research has provided conceptualizations and broad descriptions, leaving a lack of empirical research. READ MORE

  5. 24. Combating the credibility crisis - Investigating the role of brand co-creation within green marketing

    University essay from Göteborgs universitet/Graduate School

    Author : Niklas Löfgren; Axel Wieslander; [2022-08-04]
    Keywords : Green Marketing; Brand Co-creation; Green Brand Equity; Brand Credibility; Greenwashing; Transparency;

    Abstract : Firms are facing increasing pressure to become more sustainable, coupled with growing insight and scrutiny. However, attempts to meet these demands and attract sustainability-concerned consumers through green marketing and branding has resulted in widespread greenwashing. READ MORE

  6. 25. Fan Community Activities That May Destroy Value

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Chandhni Jayakanth; Anesa Kuruzovic Subo; [2022]
    Keywords : Business and Economics;

    Abstract : Course: BUSN39 Degree Project in Global Marketing - Master Level Keywords: Brand Community, Branding, Brand Loyalty, Value Destruction, Fandom, Music Artists, EXO Purpose: The purpose of this study is to research brand communities and understand if certain brand community activities may contribute towards the destruction of value of the brand. Specifically, this thesis will focus on music artist brands, their fandom communities and how the fan activities and discourse may be destructive in nature for the value of the music artist’s brand. READ MORE