Essays about: "Consumers need for uniqueness"
Found 4 essays containing the words Consumers need for uniqueness.
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1. “The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. READ MORE
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2. 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
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3. Consumers’ perception of Femvertising as a Digital Marketing Strategy in the Beauty- and Apparel Industry : A Qualitative Study of Swedish Gen Z Consumers
University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhetAbstract : This paper is about femvertising which is used as a strategy within marketing to attract female consumers. This strategy is done by companies by pushing for gender equality and female empowerment in their ads. There is a lack of research regarding how femvertising affects consumers' purchase intentions and buying behavior. READ MORE
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4. Value Is in the Eyes of the Beholder - A quantitative study about the moderating effect of consumers' need for uniqueness in the relationship between consumers' brand stereotypes, brand emotions and perceived emotional value of cor-porate brands
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of this study is to quantitatively investigate the moderating effect of consumers' need for uniqueness (NFU) in the relationship between perceived brand stereotypes, brand emotions, and perceived customer value. The study follows a quantitative research method with a sample-survey research design, where hypotheses have been developed supported by a theoretical framework. READ MORE
