Essays about: "Brand feelings"

Showing result 6 - 10 of 40 essays containing the words Brand feelings.

  1. 6. What do Consumers Value about Influencer Launched Brands: the Proposition of Human Brand Publics

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Francesco Carlino; Michael Taylor; [2022]
    Keywords : Influencers; Influencer Marketing; Influencer Launched Brands; Human Brands; Brand Publics; Human Brand Publics; Business and Economics;

    Abstract : This study explored what consumers value about Influencer Launched Brands, utilising the novel concept of Human Brand Publics as a theoretical foundation to analyse this phenomenon. Simultaneously, this research aimed to develop the novel theoretical contribution of Human Brand Publics. READ MORE

  3. 7. The "green" generation Z : An exploratory study on how greenwashing affects consumers' attitude formation

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Lovisa Larsson; Gustav Hansson; Alice Smygegård; [2022]
    Keywords : Greenwashing; Attitude formation; Attitude; ABC-model; Affect; Behavior; Cognition; Hierarchy of affects; Fast fashion;

    Abstract : Background: Consumers are today valuing sustaible brands and products, and green advertising has become an important part of marketing. Sometimes brand do not live up to their green claims and perform what is known as greenwashing. READ MORE

  4. 8. Moral Decoupling: Analysis of Possible Factors Causing Consumers to Ignore Brand’s Greenwashing Practices and the Effect on Purchase Intention

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Silvia Pilar Cano Casas; Eugènia Valls Llufriu; [2022]
    Keywords : Greenwashing; Moral Decoupling; Regulatory Focus Theory; Brand Identity Fusion; Purchase Intention;

    Abstract : Background: Due to the growth of green markets, the phenomenon of greenwashing arises. This leads to consumers experiencing feelings of betrayal and having trust problems with the brand using this misleading tactic. READ MORE

  5. 9. ”Catch flights, not feelings”: A Qualitative Content Analysis of the Marketing Communication and Brand Management of Ryanair on TikTok and Facebook

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Victoria Friman; Karin Forslund; [2022]
    Keywords : Strategic communication; brand management; brand attitude; brand awareness; brand equity; human to human marketing; marketing communication; social media; Ryanair; TikTok; Facebook; Social Sciences;

    Abstract : Due to the fast paced digitalization, marketers are met with higher demands in order to adapt to new contexts for marketing communication and brand management. The social media platform of TikTok is relatively new and rapidly expanding, creating both opportunities and risks for brands. READ MORE

  6. 10. From Green to Blacklisted : How Brand Forgiveness influences Brand Loyalty

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Gustav Andersson; Olivia Lindgren; [2022]
    Keywords : Greenwashing; Transgression; Brand Forgiveness; Attitudinal Brand Loyalty; Trust; Trustworthiness;

    Abstract : Greenwashing is a frequent issue within the FMCG industry, such as vague ecological claims and misleading communication. When a brand is accused of greenwashing it is important to understand how to manage this transgression, since both forgiveness and loyalty are concepts that are affected. READ MORE