Essays about: "Consumer-Brand relationship"

Showing result 16 - 20 of 35 essays containing the words Consumer-Brand relationship.

1. 16. The Impact of Sustainable Advertising and its Relationship to Consumer Brand Loyalty : An Empirical Study of Young Adults and their Brand Switching Behaviour on High- and Low Involvement Products

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Alice Jernberg; Sandra Eklund; Andreea-Jessica Roman; [2020]
   Keywords : Sustainable Advertisements; Green Advertisements; Consumer Behaviour; Purchase Decisions; Brand Loyalty;

   Abstract : Even though the majority of companies have realised the benefits of implementing sustainability practices into their business strategies today, the problem is that the marketing of these activities still has a negative impact on the environment. Therefore, the purpose of this research is to examine if the impact of sustainable advertisements can influence the purchase decisions of young adults who show loyalty to another brand. READ MORE

3. 17. Pride and Prejudice: a study on the various types of consumer-brand relationships that brand activism campaigns form

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zinar Omar; Sarah Jørgensen; [2020]
   Keywords : Brand Activism; Marketing; Consumer-brand relationship; Societal issues; Political debates; Business and Economics;

   Abstract : Title: ​Pride and Prejudice: a study on the various types of consumer-brand relationships that brand activism campaigns form. Date of the seminar: ​5th June 2020 Course: ​BUSN39 Degree Project in Global Marketing Authors: ​Sarah Jørgensen and Zinar Omar Supervisor: ​Peter Svensson Keywords: ​Brand Activism, Marketing, Consumer-brand relationship, Societal issues, Political debates Purpose: ​The purpose of this study was to understand which types of consumer-brand relationships brand activism campaigns form. READ MORE

4. 18. Brand Equity within Skin Care : A Qualitative Study of Consumer Attitudes and Preferences towards Green Skin Care Brands

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Maria Lindgärde; Andrej Mionic; [2020]
   Keywords : Branding; Green Branding; Brand Equity; Customer-Based Brand Equity; Consumer Behavior; Skin Care;

   Abstract : The green trend has exploded on the skin care market, as it is the fastest growing sector in the world market compared to other green cosmetic products. However, previous literature has primarily focused on cosmetics rather than skin care, which is why this study uses an exploratory and qualitative approach to study the attitudes Swedish consumers have towards skin care brands. READ MORE

5. 19. Caught in a Bad Romance - The Contradiction of Woke Brands in Consumers' Lives

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Ellinor Beckman; Miriam Dalsjö Åström; [2019]
   Keywords : CBR; Branding; Woke; Postmodernity; Business and Economics;

   Abstract : The purpose of this study is to discover the characteristics of consumer brand relationships between consumers and woke brands and thus contribute to the research field of consumer brand relations. This will be achieved by looking to the relationship in the context of postmodern consumers and specifically three purposively selected cases; Pepsi, Always and Gillette. READ MORE

6. 20. Changing the game - The effects of a radical logo rebranding strategy on the consumer-brand relationship in football

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lisa Lobensommer; Maximilian Hochsteiner; [2017]
   Keywords : Football; Rebranding; Logo Rebranding; Consumer-Brand Relationship; Brand Relationship Quality; Consumer Culture; Juventus F.C.; Business and Economics;

   Abstract : Purpose: The purpose of this thesis is to provide an understanding of how consumer-brand relationships are affected by a radical rebranding strategy of a football club’s logo. This further leads the paper to contribute to the literature of consumer-brand relationships in the special context of football. READ MORE