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Showing result 1 - 5 of 14 essays matching the above criteria.

  1. 1. 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

  3. 2. CLEO

    University essay from Lunds universitet/Industridesign

    Author : Nina Cherrug; [2022]
    Keywords : Arts and Architecture; Technology and Engineering;

    Abstract : For every cosmetic product a consumer buys, a new packaging (often plastic) is purchased together with it. Every year, this single-use behavior stands for 120 billion units of cosmetic packaging. For Europe alone, this is the equivalent of 5 packed Avicii Arenas. READ MORE

  4. 3. Counterfeit products affect on brand equity: A case study on how counterfeit products affect a luxury brand’s brand equity

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sonya Martinsson; Josefine Svensson; Rebecca Jönsson; [2022]
    Keywords : Counterfeit products; Brand equity; Louis Vuitton; Gucci; Michael Kors; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to investigate how counterfeit products affect a brand’s brand equity with the help from a consumer perspective. Research question: What is the consumer’s perception of counterfeit products? How and why does the consumer’s perception of counterfeit products affect a brand’s brand equity? Methodology: This research paper was based on quantitative research, literature review and three case studies. READ MORE

  5. 4. Prudential Value in the Luxury Industry - Prada or nada? A qualitative study of how wellbeing and meaningfulness met the luxury industry

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

    Author : Lena Tandiang; Louisa Marie Frank; [2021]
    Keywords : prudential value; unconventional luxury; wellbeing; meaningfulness; value;

    Abstract : The purpose of this study is to examine how prudential value manifests itself in a commercial luxury setting. Even though the concepts of luxury and value are substantially researched topics, there is no real consensus on their conceptualisation. READ MORE

  6. 5. The effect of Brand Heritage on Luxury Value Perception “European vs. American Approach to Luxury”

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lusiyana Ivanova Dimitrova; Orkun Aydin; [2019]
    Keywords : Brand Heritage; Luxury Value Perception; Two Modes of Luxury; European Approach to Luxury; American Approach to Luxury; Business and Economics;

    Abstract : Title: The effect of Brand Heritage on Luxury Value Perception: “European vs. American Approach to Luxury’’ Course: BUSN39 Degree Project in Global Marketing Authors: Orkun Aydın and Lusiyana Dimitrova Examiner: Mats Urde Supervisor: Javier Cenamor Purpose: The purpose of this study is to examine how brand heritage influences the different dimensions of luxury value perception. READ MORE