Essays about: "Customer-based brand equity"

Showing result 16 - 20 of 48 essays containing the words Customer-based brand equity.

1. 16. 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

3. 17. It is a Win-Win Situation. : A quantitative study about the effects of perceived co-creation benefits on customer-based brand equity (CBBE).

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Anton Johansson; Isabela Chiweshe; Tim Rikli; [2019]
   Keywords : co-creation; online co-creation; customer-based brand equity; brand loyalty; brand experience; customer participation;

   Abstract : Background: Brand managers are always trying to find ways to increase brand profitability and creating a stronger competitive advantage. Part of the marketing activities implemented by brand managers is geared towards building brand equity. READ MORE

4. 18. Co-creating Your Own Luck - A Quantitative Study of Non-participating Consumers' Responses to Communicated Consumer Co-creation in New Product Development

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Jennie Padron Benitez; Sara Sahlquist; [2018]
   Keywords : consumer co-creation; new product development; customer-based brand equity; non-participating consumer responses; virtual customer integration;

   Abstract : Consumers are deemed to be the most important external source used in innovation processes. Recently, the interest in consumer involvement in new product development has increased, both in practice and within research. READ MORE

5. 19. The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Andreas Lampeitl; Paulina Åberg; [2017]
   Keywords : Influencer Marketing; Paid Social Media Advertising; Brand Equity; Customer-Based Brand Equity; Brand Equity Dimensions; eWOM; Brand-Promoting User-Generated Content; Social Media; Instagram; Business and Economics;

   Abstract : Purpose The purpose of this study is to examine influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. Methodology An integrative mixed method approach, with qualitative pre-study for scale development and a quantitative (n=222) main study, has been applied for testing the communication forms effect on the concepts. READ MORE

6. 20. Relationships on social media based brand communities : Explaining the effect on customer-based brand equity in the service industry 

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Laszlo Alexandru Gyori; Arthur Heurtaux; Pedro Alonso Talavera; [2017]
   Keywords : Social Media; Brand Communities; Customer-Based Brand Equity; Service Industry; Perceived Brand Trust; Culture;

   Abstract : Background: The importance of brand communities is increasing as managers have understood the benefits such communities which can create competitive advantage. Companies are trying to differentiate from the competitors and customer-based brand equity has been acknowledged as a successful marketing tool. READ MORE