Essays about: "Consumer Branding"

Showing result 16 - 20 of 206 essays containing the words Consumer Branding.

  1. 16. China Influencer E-commerce Livestreaming Marketing Strategy Research

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Yimeng Ma; [2023]
    Keywords : e-commerce; netnography; influencers; followers; and online community;

    Abstract : The surge of mobile internet and electronic devices has revolutionized consumer interactions and information consumption. Livestreaming emerges as a prevalent advertising method in e-commerce, compensating for the static nature of traditional platforms by providing dynamic buying experiences. READ MORE

  3. 17. From likes to brands: Social media influencers as co-founders : A multiple case study investigating social media influencers' effect on brand knowledge of e-commerce companies.

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Neea Eveliina Jussila; Karin Strandberg; Vide Blomdahl; [2023]
    Keywords : Brand Knowledge; Social Media Influencer; Human Brand; E-commerce company;

    Abstract : Background: Social media influencers (SMIs) have become an important asset to the constantly changing world of marketing. The impact SMIs have within e-commerce and the influence they have on consumers have been observed. Therefore, the use of SMIs as a marketing tool in improving brand knowledge has been vastly adopted by many companies. READ MORE

  4. 18. The Connection between a Multitier Private Label Portfolio and Retailer Brand Image: Investigating Consumer Perceptions

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Helena Abrahamsson; Sarah Keppler; [2023]
    Keywords : private label; multitier private label portfolio; retailer brand image; consumer perceptions; Business and Economics;

    Abstract : Thesis Purpose: This thesis aims to understand how a multitier private label portfolio is linked to the retailer brand image from a consumer perspective by using a case study of the Swedish grocery retailer ICA. Furthermore, we aim to comprehend the connection of the contained private labels in a multitier private label to the retailer brand image. READ MORE

  5. 19. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Roosa Maria Viloma; Katharina Nadine Junge; [2023]
    Keywords : Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

    Abstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE

  6. 20. Is Green brand image the saviour of consumers' well-being? : An exploration on how consumers' subjective well-being can be influenced by green brand image.

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

    Author : Tim Anderzén; Lia Ramadan; [2023]
    Keywords : Green brand image; Subjective well-being; Altruism; Self-image;

    Abstract : Background: Subjective-well being is an increasingly important concept within consumer research. Previous studies have thus far shown the capability of brand image and other types of image to influence separate components of subjective well-being, mainly life satisfaction, positive and negative affect. READ MORE