Essays about: "Heritage brands"

Showing result 1 - 5 of 37 essays containing the words Heritage brands.

1. 1. Building Personal Brand Heritage

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Emma Barfus; Giorgia Gaetaniello; Sara Safaee; [2023]
   Keywords : brand heritage; heritage brands; history; brand identity; brand trust; brand loyalty; Business and Economics;

   Abstract : The importance of brand history in brand heritage has often been stressed in research. However, it has not been researched how brands can create a brand heritage without making their personal history a focal point of their brand strategy. This paper examines if there is more than one way to conceive brand heritage.. READ MORE

3. 2. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Roosa Maria Viloma; Katharina Nadine Junge; [2023]
   Keywords : Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

   Abstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE

4. 3. Keeping Up With The Heritage : An exploration of consumers emotional connections to heritage luxury fashion brands on Instagram

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Nathana Kauffmann; Fiona Byrne; Edith Andersson; [2022]
   Keywords : Brand Love; Brand Heritage; Luxury Fashion; Emerging Consumers; Visual Methods;

   Abstract : Purpose The aim of this master’s thesis is to gain in-depth insight into the emotional connections of consumers to the brand heritage of luxury fashion brands. Another aim of the paper is to investigate how brand love is enriched by the communication of brand heritage dimensions on Instagram. READ MORE

5. 4. Luxury fashion and nostalgia : A study from a marketing perspective

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Malin Tasapuro; Pontus Johansson; [2022]
   Keywords : luxury fashion; branding; nostalgia; marketing; symbolic meaning;

   Abstract : Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. READ MORE

6. 5. Heritage luxury brands in millennial times

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zehui Sun; Xiaoyuan Cheng; Tanja Sukaj; [2022]
   Keywords : Brand Heritage; Heritage Brands; Luxury Brands; Millennial; Business and Economics;

   Abstract : This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. READ MORE