Essays about: "Consumer-Brand Relationship"

Showing result 21 - 25 of 35 essays containing the words Consumer-Brand Relationship.

  1. 21. The power of experiences

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Annemette Tolstrup Laursen; [2017]
    Keywords : experiential marketing; value co-creation; value proposition; relationship marketing; marketing action research; Social Sciences;

    Abstract : Experiential marketing is a popular strategic communication endeavour, the goal of which is to create experiences that engage consumers and adds value to the brand. The consumers make sense of these experiences and thus their brand-relationship is affected. READ MORE

  3. 22. Video Brand Storytelling, The Rise of Content Marketing : A qualitative study exploring the antecedents of brand perceptions

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Sindi Sheri; Byron Traoudas; [2017]
    Keywords : video brand storytelling; brand perceptions; antecedents; emotions; brand information; consumer-brand relationship; brand meaning; brand experience; brand-story connection; qualitative.;

    Abstract : Purpose: The purpose of this study is to explore video brand storytelling’s affect on the antecedents of brand perceptions. Design/Methodology/Approach: This study has a qualitative and an exploratory nature. The data collection method is in-depth semi-structured interviews. READ MORE

  4. 23. Anticipatory and Reactive Guilt Appeals : Their Influence on Consumer Attitudes and the Moderating Effect of Inferences of Manipulative Intent

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Josefin Ceder; [2017]
    Keywords : Guilt appeal; anticipatory guilt; reactive guilt; inferences of manipulative intent; consumer brand attitudes;

    Abstract : Guilt appeals are used to try to influence consumer behavior, with literature defining three kinds – existential, anticipatory, and reactive guilt. Anticipatory and reactive guilt appeals have never been individually studied. READ MORE

  5. 24. Contemporary brand strategy creation and portrayal of a music artist on social media : A management perspective

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Gustav Ottinger; [2017]
    Keywords : ;

    Abstract : The technological advancements in the web 2.0 era have been argued to have had a great impact on creating brand strategy and conducting communication. The music industry is categorized as a high interactivity industry, thus the interaction between marketing practitioners and consumersis high in its nature. READ MORE

  6. 25. Why Do Consumers Avoid Certain Brands? : A Study of Brand Avoidance Within the Swedish Cosmetics Industry

    University essay from Högskolan i Jönköping/IHH, Marketing and Logistics

    Author : Amy Vong; Anna Hellberg; Joanna Melander; [2016]
    Keywords : Brand Avoidance; Anti-Consumption; Negative Brand Equity; Consumer-Brand Relationships;

    Abstract : Background - As of today, the positive forms of consumer-brand relationships have been intensively researched, whereas its counterpart has attained far less attention. Whilst current literature is focused on increasing positive brand equity, the knowledge of negative brand equity is sparse. READ MORE