Essays about: "Consumer-brand relationships"

Showing result 6 - 10 of 25 essays containing the words Consumer-brand relationships.

  1. 6. LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Cilla Palmroos; Samuel Bengtsson; [2021]
    Keywords : Brand Gender; Brand Love; Gender Congruence; Snus;

    Abstract : Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. READ MORE

  3. 7. What is the role of pop-up stores in a multichannel environment?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Konstantinos Georgiou; Emmanouil Pyrgarousis; [2021]
    Keywords : Multichannel; Pop-up stores; customer experience; retail; customer-brand relationships; Business and Economics;

    Abstract : Title: What is the role of pop-up stores in a multichannel environment? A study on understanding how pop-up stores affect the experience that customers receive and the relationship they share with retail brands. Supervisor: Ulf Elg Examiner: Ulf Johansson Thesis purpose: The present study aims to investigate the role of the pop-up stores of retailers on the customer experience in a multichannel environment and how this addition can affect the existing relationships between the customers and the retail brands who operate this type of retail stores. READ MORE

  4. 8. Does Facebook and Instagram Advertisement have an impact on Consumer Attitude?

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Azizul Karim; [2021]
    Keywords : ;

    Abstract : Social media has been effectively changed the marketing strategies of different companies. Theprocess of advertising on social media also attracts negative comments on the brands and institutionsmaking such advertisements. The paper sought to establish the impact of such advertisements onoverall consumer attitudes. READ MORE

  5. 9. From Loyalty to Disloyalty : Exploring negative consumer-brand relationships in social media

    University essay from Jönköping University

    Author : Nikolay Nikolov; Juan Pablo Gonzalez; [2020]
    Keywords : consumer; brand; consumer-brand relationships; brand loyalty; loyalty loop; brand hate; brand abandonment;

    Abstract : Brand loyalty has been studied extensively in consumer-brand relationship literature. However, the negative side of these relationships has not been studied to the same degree. This paper starts with Court et al. READ MORE

  6. 10. Negative Emotions toward a Celebrity Brand : A study on reasons, behavioral outcomes, and neutralization actions

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Corinna Dahmen; Madeleine Prüfer; [2020]
    Keywords : Celebrity Brand; Consumer-Brand-Relationships; Negative Emotions; Behavioral Outcomes; Neutralization Actions; Social Media;

    Abstract : Background: Social media changed the way of communication between brands and consumers and further enables people to become famous and create their own celebrity brand. Hence, celebrity brands are a new phenomenon, rarely studied by past research but becoming more important in the context of consumer-brand-relationships. READ MORE