Essays about: "Consumer-Brand Relationship"
Showing result 1 - 5 of 35 essays containing the words Consumer-Brand Relationship.
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1. The Formula to Success
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Research question: How does the consumer-brand relationship evolve between fans and highprofile sport teams? Purpose: The aim of this thesis is to understand how the consumer-brand relationship evolves between fans and high-profile sports teams, more specifically, Formula 1 teams. It will explore the triadic relationship that exists with other consumers in addition to the dyadic relationship between a brand and a consumer. READ MORE
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2. Sharing is Caring: A qualitative study on the impact of Netflix’s latest policy change on brand promise, brand loyalty, and consumer-brand relationships
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of this study is to investigate the consequences of Netflix’s latest policy change on consumers’ perceptions of the brand promise and on their willingness to continue using the service. Furthermore, we aim to explore the negative emotions that arose in response to the policy change... READ MORE
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3. When Reality Outweighs Ethics in Cancel Culture: A Theorisation, Modelling, and Empirical Exploration of Brand Cancellation
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : The phenomenon of cancel culture is one we all witness and sometimes partake in, and it has recently become a hot topic in research. However, the literature on this phenomenon is still in its infancy. READ MORE
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4. AI marketing & brand relationships: A qualitative study about consumer-brand relationships, personalized marketing and the personalization-privacy paradox
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: to explore what influence consumer-brand relationships may have on consumers’ perceptions of personalized marketing and the personalization-privacy paradox. Methodology: to understand each of the respondents' different perceptions of the thesis’ purpose and research question, a relativist and social constructionist approach were applied. READ MORE
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5. The Odd Couple
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of this research is to explore the phenomenon of Unconventional Brand Collaborations from a consumer culture perspective and discover the factors that make them appealing to Gen Z. Hence, this study aims to give another perspective than the one given by previous literature on brand collaborations, which emphasizes the need for a high perceived fit between the parent brands. READ MORE