Essays about: "Brand position"

Showing result 11 - 15 of 164 essays containing the words Brand position.

  1. 11. The consumer perspective of brand activism : A qualitative study of how consumers view brand activism and the genuineness of it

    University essay from Stockholms universitet/Marknadsföring

    Author : Nadezda Pavlovica; Jeannie Lendeng; [2023]
    Keywords : Brand activism; consumer perception; brand resonance; sociopolitical issues; brand-cause fit; brand authenticity;

    Abstract : Upon Russia’s invasion of Ukraine and the outbreak of war in early 2022, brands around the world took a stand to mark their position against Russia and in support of Ukraine. Even brands that did not have any direct ties to Russia or any involvement in the conflict distanced themselves from being associated with Russia by ceasing operations, stopping sales, or changing brand names. READ MORE

  3. 12. Keeping Up With The Heritage : An exploration of consumers emotional connections to heritage luxury fashion brands on Instagram

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

    Author : Nathana Kauffmann; Fiona Byrne; Edith Andersson; [2022]
    Keywords : Brand Love; Brand Heritage; Luxury Fashion; Emerging Consumers; Visual Methods;

    Abstract : Purpose The aim of this master’s thesis is to gain in-depth insight into the emotional connections of consumers to the brand heritage of luxury fashion brands. Another aim of the paper is to investigate how brand love is enriched by the communication of brand heritage dimensions on Instagram. READ MORE

  4. 13. The Karma case: Brand identity and business opportunities

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : James Brattström; Hugo Röken; Flavien Nulli; [2022]
    Keywords : Karma case; Food waste; Brand Identity; Brand position; Business opportunity; Business and Economics;

    Abstract : .... READ MORE

  5. 14. Generation Z and brand loyalty: the influence of Gen Z specific expectations on attitudinal and behavioural loyalty

    University essay from Umeå universitet/Företagsekonomi

    Author : Nine Cagnin; Manon Nicolas; [2022]
    Keywords : Generation Z; brand loyalty; attitudinal; behavioural; ethics; omnichannel experience; value for money; entertaining content; authenticity;

    Abstract : Background - Generation Z is the future larger group of consumers. Members of thisgeneration are key in the strategy of brands to remain competitive in the long-term. Buttheir loyalty is more difficult to get compared to other generations. It is assumed that itis linked to their specific expectations and the way brands handle them. READ MORE

  6. 15. Sustainable Supply Chain Management (SSCM) Governance Mechanisms and Configurations applied in Swedish companies

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Alberto Perez Sanchez; Zofia Trebicka; [2022]
    Keywords : Sustainable Supply Chain Management; Governance Mechanisms; Configurations; Triple Bottom Line; Co-opetition; Sustainable Brand Index;

    Abstract : Background: There are several strategies that focal companies can opt for to manage their supplychain. Different combinations of configurations and governance mechanisms are argued to havedifferent sustainability outcomes. First, main firms need to decide if they manage the relationshipwith suppliers themselves or if they hire a third party. READ MORE