Essays about: "Brand relationship"

Showing result 31 - 35 of 468 essays containing the words Brand relationship.

1. 31. Winning Over Listeners with Podcast Advertising : Exploring the Podcast Audience’s Perception of Commercial Messages in Podcasts and the Role of Podcast Hosts

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Tamara Bonk; Marie Sophie Kubinski; [2023]
   Keywords : Podcasts; Podcast Advertising; Podcast Host; Celebrity Endorsement;

   Abstract : Background: Podcasts are an emerging medium with a steadily growing audience, which is particularly popular among younger generations. This makes them a promising advertising tool that companies can use to reach potential target groups. Therefore, it is crucial to understand how to successfully reach the audience through podcast advertising. READ MORE

3. 32. I don't want your apology

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

   Author : Amanda Stenberg; Clara Carlberg; [2023]
   Keywords : Transgression; Social Media Influencer; Endorsing brands; Response strategy; Mortification strategy;

   Abstract : Social media influencer (SMI) transgressions when endorsing brands have become a current topic and various SMI-related scandals have gained massive media coverage in the past decade. SMIs themselves face backlash and a damaged personal brand image and the endorsing brands express either support or dissociation, through termination of contracts with the endorsed influencer. READ MORE

4. 33. Riding the Viral Wave: Generation Z consumer behaviour during viral demand in relation to Brand Management : A qualitative study on how to strategize brand equity management to prolong customer retention from viral demand based on Generation Z consumer behaviour.

   University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

   Author : Aini Safiya Husain Jinnah; Lolav Ismail; [2023]
   Keywords : Virality; Viral Transmission; Brand Management; Generation Z; CBBE-Model; Customer Retention;

   Abstract : Background: Following the development brought by the digital age, social networks and consumer behaviour has significantly changed. The network connectivity of WEB 2.0 enables information to spread at an accelerated rate to a wide scope, creating viral demand. This phenomenon presents an opportunity for brands to increase their customer base. READ MORE

5. 34. Playing to Win: How Gamification Can Boost Customer Engagement and Turn Non-Fans into Brand Advocates

   University essay from Stockholms universitet/Marknadsföring

   Author : Basak Öztürk; Rulan Hersono; [2023]
   Keywords : Customer Engagement; Gamification; Metaverse; Noncustomers; Online Brand Advocacy; Quasi-experiment;

   Abstract : In today’s progressive technology development, it is imperative to engage the customer and transform them to become brand advocates. Firms need to ensure their brand’s longevity in this competitive market, at times putting noncustomers in hindsight. READ MORE

6. 35. Customer Relationships and Physical Stores in Omnichannel Context: A Qualitative Study of Retail Brand and Store Manager Perspectives

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Song Thu Nguyen; Joo Won Lee; [2023]
   Keywords : Customer Relationships; Physical Stores; Omnichannel Context; Retailing; CRM; Relationship Marketing; Business and Economics;

   Abstract : This research paper delves into the complex domain of customer relationships within the physical stores of an omnichannel context. The primary objective is to provide a comprehensive understanding of the strategic management of these relationships by retail brands and store managers. READ MORE