Essays about: "Consumer-brand relationships"
Showing result 11 - 15 of 25 essays containing the words Consumer-brand relationships.
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11. Connecting Value Co-Creation Practices and Consumer Relationships in Brand Communities : A Comparative Multiple Case Study of Two Adidas Runners Communities
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : A strong brand community is characterized by its value co-creation practices and brand community consumer relationships. Although previous brand community literature explains the contribution of brand community entities through these practices and relationships separately, no identified research has focused on how these practices are connected to the consumer relationships. READ MORE
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12. Pride and Prejudice: a study on the various types of consumer-brand relationships that brand activism campaigns form
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : 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
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13. Social Media Influencers as Human Brands
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The purpose of this study is to quantitatively examine the effect of influencer brand personality in the US on follower-influencer identification and influencer trust, as a way for influencers as human brands to strengthen follower influencer relationships. Methodology: Quantitative methods were applied in this research. READ MORE
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14. What Factors Affect a Consumer’s Purchase Decisions and Perceptions of Sponsored Products in Esports Within Sweden?
University essay from Umeå universitet/FöretagsekonomiAbstract : Problem: Esports budgets and earnings have significantly increased in the past years whichhas increased the level of involvement of corporate sponsors in esports. Ironically, researchaimed at sponsorship within esports is not so abundant. READ MORE
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15. Caught in a Bad Romance - The Contradiction of Woke Brands in Consumers' Lives
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : 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