Essays about: "Consumer Branding"

Showing result 21 - 25 of 206 essays containing the words Consumer Branding.

1. 21. Industry Brands and Enchantment: How Disenchantment of the Mental Health App Industry Brand Influences Companies Within the Industry

   University essay from Göteborgs universitet/Graduate School

   Author : Olivia Hagman; Ellen Håkman; [2022-08-04]
   Keywords : Industry Brands; Mental Health Apps; Enchantment; Disenchantment; Consumer Perceptions; Industry Image; Industry Aura; Stigma;

   Abstract : Enchantment is at the heart of most marketing and branding operations, therefore, there is reason to believe it is part of the broader picture of the more unexplored concept of industry brands. To study how enchantment discourses of industry brands influence companies, we employ the rich context of an industry brand that has received mixed reviews in terms of its ability to appeal to consumers, namely mental health apps. READ MORE

3. 22. Combating the credibility crisis - Investigating the role of brand co-creation within green marketing

   University essay from Göteborgs universitet/Graduate School

   Author : Niklas Löfgren; Axel Wieslander; [2022-08-04]
   Keywords : Green Marketing; Brand Co-creation; Green Brand Equity; Brand Credibility; Greenwashing; Transparency;

   Abstract : Firms are facing increasing pressure to become more sustainable, coupled with growing insight and scrutiny. However, attempts to meet these demands and attract sustainability-concerned consumers through green marketing and branding has resulted in widespread greenwashing. READ MORE

4. 23. Evaluating Brand Perception Regarding Sustainability through Digital Marketing

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Amber Javed; [2022]
   Keywords : digital marketing; social media; sustainability; climate change; online media; marketing campaign; fashion brands; brand management; consumer behaviour; brand loyalty; brand image; carbon footprints;

   Abstract : This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. READ MORE

5. 24. The Impact of Sustainability Terminologies of Swedish Manufacturing Companies on Consumer Perception : A Mono-Method Quantitative Study

   University essay from Umeå universitet/Företagsekonomi

   Author : Sarafat Hossain; Liana Hakobyan; [2022]
   Keywords : sustainability terminologies; branding; brand messaging; manufacturing; sustainable manufacturing; customer perception; Sweden;

   Abstract : Sustainability has fast evolved in business practices, and yet its meaning is often elusive and ambiguous. The component of sustainability is playing an important role in the company’s brand positioning. The popularity and the importance of sustainability in business operations and business representation are still rapidly growing. READ MORE

6. 25. Brand Activism Scepticism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gal Dagan; Jessica van Zeijderveld; [2022]
   Keywords : Brand Activism; Brand Management; Consumer Perception; Consumer Validation; Branding; Business and Economics;

   Abstract : The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. READ MORE