Essays about: "Self-brand connection"

Found 4 essays containing the words Self-brand connection.

1. 1. 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

3. 2. The Role of Consumer’s Self-Identity on Pro-Environmental Behavioral- and Loyalty Intentions

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Buster Chuck Allan Grunau; Milou Cornelia Henrica Klijn; [2020]
   Keywords : Pro-Environmental Self-identity; Conspicuous Sustainability; Self-Congruence; Self-Brand Connection; Shopping Malls; Social Sciences;

   Abstract : Thesis Purpose: We aim to enhance the understanding of why Swedish consumers perform pro-environmental behaviors and how this can be influenced by managers and marketers in the shopping mall environment, making the mall more attractive and shoppers more loyal. Theoretical Perspective: We take on a sociological perspective by researching constructs based on identity theory, conspicuous consumption, and the theory of self-congruity. READ MORE

4. 3. Directing Customer Social Identity Through Influencer Marketing and Brand Co-creationActivities : A NA-KD Case Study

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Sylvie DellaBruna; Beata Edlund; [2020]
   Keywords : Influencer Marketing; Brand Co-Creation; Brand Communities; Brand-Self Connection; Brand Experience;

   Abstract : Background: Today, for firms to engage with customers, it takes more than traditional advertisements, enticing prices and celebrity endorsements. Customers now rely on and expect to become an active rather than passive participant in the firm’s branding and marketing activities. READ MORE

5. 4. Branding Public Transportation in Sweden

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Djenane Liasse; Jana Tigges; [2019]
   Keywords : Branding public transportation; Attitude towards Advertisement; Attitude towards Brand; Self-brand connection; Brand fit; Green Branding; Love Branding; Technology Branding; Business and Economics;

   Abstract : Purpose: The purpose of this thesis it to investigate if and how branding in public transportation can influence sustainable consumer behaviour. It is of interest to analyse the influence of different branding concepts (green, love and technology) on attitude towards public transportation, the intention to use and recommend it. READ MORE