Essays about: "Brand equity"

Showing result 6 - 10 of 274 essays containing the words Brand equity.

  1. 6. The role of customer-based brand equity in the direct-to-consumer business model

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lara Stahl; Elsa Dardeau; Paul Joubert; [2023]
    Keywords : D2C; direct-to-consumer business model; customer-based brand equity; perceived brand quality; brand awareness; brand image; brand uniqueness; Business and Economics;

    Abstract : This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. READ MORE

  3. 7. How Influential Are They? An explorative study into the relationship between consumer-based brand equity and influencer endorsements.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Author : Syeda Saana Hashmi; Fatima Khan; [2023]
    Keywords : Influencer; influencer endorsement; brand equity; brand loyalty; brand image; brand awareness; trust; knowledge; expertise; authenticity. ;

    Abstract : Purpose: This paper aims to explore the relationship between an influencer’s endorsement of a brand and the subsequent brand’s equity within a consumer’s mind. Research Question: How will an influencer endorsement influence a consumer’s brand equity?  Design, Methodology, and Approach: The authors of this paper used a qualitative approach, inductive structure. READ MORE

  4. 8. 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

  5. 9. Collaborative Couture: Decoding Relative Pricing Strategies and its Impact on Brand Equity

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lucas Holmqvist Adolfsson; Gustaf Johnsson Wallin; Erik Bergtoft; [2023]
    Keywords : Co-Branding; Brand Equity; Brand Awareness; Brand Loyalty; Brand Associations; Perceived Quality; Relative Pricing; Luxury Fashion; Case Study; H M; Balmain; Adidas; Gucci; Fendi; Versace; Business and Economics;

    Abstract : Purpose: This paper aims to analyze the relative pricing of co-branding collaborations in the fashion industry to gain a deeper understanding of the effects on their respective brand equity. Design/method: This paper adopts a qualitative approach involving case studies on several co-branding collaborations in the fashion industry (H&M x Balmain, Adidas x Gucci, Fendi x Versace). READ MORE

  6. 10. The WOW-effect. A qualitative content analysis of communication strategies used by the Swedish music festival Way out West

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Elin Fredlund; Savannah Gillblad; [2023]
    Keywords : strategic communication; event marketing; sustainability communication; CSR; brand community; symbolic branding strategies; Social Sciences;

    Abstract : I dagens samhälle finns en allt större press på varumärken att stå ut ur mediebruset samt att kommunicera kring hållbarhet och CSR. Detta gör brandingstrategier högst nödvändiga, trots detta är det ännu ett relativt outforskat område inom marknadsföring av evenemang. READ MORE