Essays about: "aims of relationship marketing"

Showing result 1 - 5 of 117 essays containing the words aims of relationship marketing.

1. 1. The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Camille Buob; Sebastian Franzén; [2023]
   Keywords : Business and Economics;

   Abstract : Title: The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories Date of the Seminar: 2nd June 2023 Course: BUSN39 – Degree in Global Marketing – Master Lever Authors: Camille Buob and Sebastian Franzén Supervisor: Burak Tunca Keywords: Product Category, Brand Type, Private Labels, National Brands, Consumer Perceptions Thesis Purpose: The aims of the thesis were (1) to investigate the effect of product categories on the perceptions of relative price, quality, risk, and value and (2) to test a moderation effect of brand types (Private Label or National Brand) on the relationships between the product category and the different perceptions. Methodology: A study was conducted with four different products that were representative of two different product categories - food and household, and within each product category different types of brands were selected - private label and national brand. READ MORE

3. 2. Digital media use towards relationship initiation in marketing : A qualitative study of Swedish Micro-firms in a B2B context

   University essay from Umeå universitet/Företagsekonomi

   Author : Xian Li; [2023]
   Keywords : Keywords: Digital media; Relationship marketing; Business-to-Business marketing; Trust; Customer relationship initiation;

   Abstract : This thesis aims to explore what and how Swedish micro firms use digital media towards relationship initiation in a Business-to-Business (B2B) context. Digital media has been increasingly studied in marketing over time, but it has been predominated by Business-to- Customer (B2C) context, while the Business-to-Business context lacks attention, micro B2B firms even less in particular. READ MORE

4. 3. Love is all you need - Defining the concept of love brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lisa Lindenmeyer; Franziska Seifried; Alma Varga; [2023]
   Keywords : brand love; brand-customer relationship; brand loyalty; love brands; Business and Economics;

   Abstract : Purpose: The term “love brand” has recently become a buzzword among marketing practitioners. Therefore, the purpose of this paper is to define this concept, its elements, and how customers express the love they feel towards their love brand(s) in order to create a shared understanding among practitioners and the academic world. READ MORE

5. 4. Don't say the "S"word. The Impact of Buzzwords on Brand Trust.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lina Radilovic; August Strom; Salomé Morel Cavailhes; [2023]
   Keywords : Buzzword; sustainability; linguistics; brand image; brand trust; relationship management; brand loyalty.; Business and Economics;

   Abstract : Purpose: To investigate the impact of buzzwords on consumers' perceptions of marketing messages and their impact on brand trust. Design/methodology/approach: This paper adopts a qualitative and quantitative research method. READ MORE

6. 5. EXPLORING THE DIGITAL LANDSCAPE : UNRAVELING THE IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE AWARENESS AND PERSONALIZATION ON USER ENGAGEMENT IN SOCIAL MEDIA MARKETING

   University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Author : Isak Jarrín González; Gulcan Kayhan; [2023]
   Keywords : Generative Artificial Intelligence; User Engagement; Marketing Strategies; Consumer Awareness; AI-Generated Content;

   Abstract : The study aims to investigate user engagement in the Generated Artificial Intelligence (GAI) marketing content within social media marketing. The increasing prominence of GAI content has sparked diverse reactions, particularly concerning the safety of personalized content and individuals' awareness of their data being utilized for customization. READ MORE