Essays about: "Self-brand association"

Found 2 essays containing the words Self-brand association.

1. 1. From Elite to Everyone: How User-Generated Content Democratizes Hermès and Challenges Its Exclusivity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lovisa Smedmark; Karin Forslund; [2023]
   Keywords : Luxury brand perceptions; Brand awareness; Commodity theory; Self-brand association; Brand attitudes; User-generated content; Luxury brand management; Business and Economics;

   Abstract : The purpose of this thesis is to add to existing research and create a deeper understanding regarding the influence of online narratives on luxury brand attitudes. The research aims to explore how luxury brands are portrayed by social media users, in order to gain a cohesive understanding of its effect on the attitudes that are formed towards the brand. READ MORE

3. 2. Attract cash by being cool : Exploring the impact of brand coolness on customers willingness-to-pay

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Karl Jansson; Simon Johansson; [2021]
   Keywords : Brand coolness; Status; Self-brand connections; Brand attitudes; Brand love; Word-of-mouth; Willingness-to-pay;

   Abstract : Background: Brand coolness is a research area that has been established in prior research. Brand coolness has been defined as a subjective, dynamic, socially constructed, and positive trait brands have. READ MORE