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Showing result 1 - 5 of 21 essays matching the above criteria.

  1. 1. From cheap to chic: a quantitative study on using comparative transparency as a tool for brand attribute upgrading

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

    Author : Adrian Brännstam; Simon Eliasson; [2023]
    Keywords : Brand alliances; Business Transparency; Comparative Advertising; Brand- and Product Quality Perceptions; Brand Attribute Upgrading;

    Abstract : This thesis constitutes the first attempt to investigate the concept of comparative transparency, a novel type of brand alliance, inspired by comparative advertising and enabled by the growing trend of business transparency in the apparel industry. Broadly, the present study is designed to investigate whether a weak brand can capitalize on the positive attributes of a strong brand merely by being presented as having common manufacturers in an online retailing context. READ MORE

  3. 2. Forecasting airline revenue across markets with machine learning

    University essay from Linköpings universitet/Institutionen för datavetenskap

    Author : Stylianos Sidiropoulos; [2023]
    Keywords : ;

    Abstract : Sales forecasting is an important aspect of business strategy, as it helps companies make informed decisions for their business development. With the rise of machine learning and AI, companies are using statistical and machine learning models to forecast short-term and long-term sales more accurately. READ MORE

  4. 3. Evaluating Brand Perception Regarding Sustainability through Digital Marketing

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Amber Javed; [2022]
    Keywords : digital marketing; social media; sustainability; climate change; online media; marketing campaign; fashion brands; brand management; consumer behaviour; brand loyalty; brand image; carbon footprints;

    Abstract : This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. READ MORE

  5. 4. The Appropriation of Feminist Values in Multi-Level-Marketing Distribution Networks

    University essay from

    Author : Angelica Ferneborg; Marie Amminger; [2021]
    Keywords : Multi-Level Marketing; MLM-Networks; Femvertising; Feminist Media Theory; Relational Agency; Feminist Values; Critical Discourse Analysis;

    Abstract : The aim of this thesis is to investigate the communicative and discursive practices used by Multi-Level Marketing (MLM) networks when marketing their network to women as both a business opportunity and as a sisterhood, in order to start and contribute to the conversation regarding the relatively unsupervised communicative practices and their potential effects of MLM distribution networks. By conducting an extensive qualitative analysis on eighteen group call videos posted publicly on YouTube by affiliates of six different MLM networks, this thesis examines the marketing practices used to appropriate feminist values in order to recruit women and sell products. READ MORE

  6. 5. The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Mickus Aurimas; Zhou Pengshuo; Guo Xiang; [2020]
    Keywords : Advertising marketing; Influencer marketing; Word-of-Mouth marketing; Brand loyalty; Brand awareness; Purchasing intention;

    Abstract : Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. READ MORE