Essays about: "Self-brand connections"

Found 4 essays containing the words Self-brand connections.

  1. 1. 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

  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

  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. Just Me, Myself and I? : The Cultural Impact of Self on Emotional Brand Attachment

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Daniel Alderstad; Jacob Berglund; [2016]
    Keywords : Self-congruence; Emotional Brand Attachment; Brand Personality; Self-Brand Connections; Self-Construal; Consumer Psychology; Cross-Cultural Psychology; Regulatory Focus Theory; Ought Self-congruence;

    Abstract : Emotional brand attachment has emerged as an important marketing concept that can strengthen a brand's performance. One way to create emotional bonds with consumers is to match the brand's personality with the consumer's self-concept (i.e. self-congruence). READ MORE