Essays about: "Brand involvement"

Showing result 1 - 5 of 125 essays containing the words Brand involvement.

1. 1. THE IMPACT OF CANCEL CULTURE ON CONSUMERS IN THE FASHION INDUSTRY - An exploratory qualitative study on post-millenials

   University essay from Göteborgs universitet/Graduate School

   Author : Hanna Halilovic; [2023-07-03]
   Keywords : Cancel culture; Fashion industry; Influencer marketing; Social media; Identity creation; Brand community; Consumer community; Brand co-creation;

   Abstract : The growth of cancel culture has been rapid within marketing and consumption during recent years. With the emergence of cancel culture, consumers have been enabled to use their voices to hold brands accountable, where social media has made information easily available making consumers constantly informed. READ MORE

3. 2. Understanding the Dynamics of Brand Loyalty in National team sports - A Qualitative study of brand management within professional team sports”

   University essay from Göteborgs universitet/Graduate School

   Author : William Nordlund; Mattias Johansson; [2023-07-03]
   Keywords : Brand Experience; Brand Communities; Brand loyalty; Sports Marketing; Sport fans;

   Abstract : In previous research there has been acknowledgement about the importance of Brand loyalty in sports, where the brand experience can function as a tool to create loyalty among fans. Brand communities have proven to have positive effects on customer satisfaction and brand loyalty in sports. READ MORE

4. 3. Social Media Platforms - The Most Valuable Player? - The role of social media platforms in fostering football fans’ team loyalty

   University essay from Göteborgs universitet/Graduate School

   Author : Sofia Granberg; Julia Löfblad; [2023-07-03]
   Keywords : Twitter; podcast; e-zine; social media usage; football; fandom; brands; involvement; team identification; attitudinal loyalty; behavioral loyalty;

   Abstract : With football as an increasing business, alongside the rise and importance of user-generated content on social media, this mixed methodological paper analyzes which roles Twitter, podcasts and e-zines usage have for Swedish football fans’ loyalty towards their favorite teams, by utilizing surveys and semi-structured interviews. This paper provides support for positive relationships between social media usage and behavioral fan loyalty, since social media platforms keep fans updated and generate information, especially when there is a geographical distance between the fans and the team. READ MORE

5. 4. Investigating Marketing Effects of Ancient Storytelling Techniques: Could Ancient Storytelling Techniques in Marketing Communications Be the Holy Grail of Marketing Needed in These Times of Failure?

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

   Author : John Örman; Arvid Özcan-Arvidsson; [2023]
   Keywords : Marketing Communications; Psychology in Marketing; Storytelling in Marketing; Building a StoryBrand; Donald Miller;

   Abstract : The landscape of marketing is growing in competitiveness (Digital ad spend worldwide 2026. 2022), and marketers are consequently compelled to explore new ways to stand out and make their voices heard. READ MORE

6. 5. Brand Loyalty in the Context of Digital Food Retail : Understanding customer behaviour of meal kit delivery services towards brand loyalty: a focus on HelloFresh

   University essay from

   Author : Yiming Yuan; Ziying Lai; [2023]
   Keywords : ;

   Abstract : Abstract Background: Despite an increase in popularity, the meal kit delivery service is facing the challenge of high cancellations and difficulty with customer retention. As it is a comparatively novel concept in the context of digital food retail, more scholarly research should be conducted. READ MORE