Essays about: "Maria Victoria Rocha Guerrero"

Found 2 essays containing the words Maria Victoria Rocha Guerrero.

1. 1. Make a Fashion Statement with Transparency: An experimental study on the antecedents of consumers’ perceptions of brand transparency

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lovisa Gunnarsson; Maria Victoria Rocha Guerrero; [2019]
   Keywords : Brand Transparency; Brand Effort; Message Sidedness; Sustainability Involvement; Apparel Industry; Business and Economics;

   Abstract : Thesis purpose: The purpose of this paper is to investigate the antecedents of brand transparency and test their impact on the customers’ perception of transparency within the apparel industry. More specifically, the study has two objectives firstly, to identify the antecedents of consumers’ perception of brand transparency, and secondly, to empirically test the identified antecedents and their impact on the perception of brand transparency. READ MORE

3. 2. Investigating brand identity transfer in brand experience through in-store and online channels

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Natasha Boella; Daria Gîrju; Ieva Gurviciute; Maria Victoria Rocha Guerrero; [2018]
   Keywords : brand identity; brand experience; Lush; brand identity prism; Business and Economics;

   Abstract : The concept of brand identity has gained increased interest in recent years from both researchers and practitioners. Despite that, there have been no studies so far linking brand identity to brand experience. READ MORE