Essays about: "attitude toward the brand."

Showing result 1 - 5 of 34 essays containing the words attitude toward the brand..

  1. 1. Beyond the Target Market : Investigating the Impact of Brand Activism on Brand Authenticity and Attitude in Non-Targeted Markets

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Tomke D'Souza; [2023]
    Keywords : Brand Activism; Brand Authenticity; Brand Attitude; Hyperconnectivity; Non-Target Markets;

    Abstract : Nowadays, people around the world are connected through social networks. This hyperconnectivity implies that companies need to think about the perceptions and opinions of consumers who were not directly targeted by a campaign. READ MORE

  3. 2. How do the Female Attitudes Towards Sustainable Branding Influence Purchase Intention in the Sportswear Industry : A qualitative study of women aged 20-50.

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Nicole Vizcaino; Emma Kettunen; [2023]
    Keywords : Attitudes; Sustainability; Sustainable branding; Brand sustainability; Greenwashing; Sportswear; Sportswear industry; Sports apparel industry;

    Abstract : Background: The sportswear industry has grown rapidly in the past years, with sportswear becoming a popular choice for everyday wear and sports activities. However, concerns about sustainability have emerged, prompting consumers to think about their purchasing habits. READ MORE

  4. 3. Reducing Waste, Building Brand: A Quantitative Study of the Impact of Second-Hand Clothing on Brand Attitude in Online Retail

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

    Author : Ebba Österlund; Sofia Lindborg; [2023]
    Keywords : Sustainable consumption; Second-hand clothing; Signaling theory; Brand attitude; Online retail stores;

    Abstract : Consumers' growing awareness of the environmental impact of their consumption behaviors has resulted in an increased demand for sustainable and eco-friendly brands. Swedish online retailers have responded by offering second-hand clothing on their websites. READ MORE

  5. 4. From Streaming to Evoking That Extra Feeling

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Rebecka Kullenberg; Andrés Emilio Garcia Raffo; [2023]
    Keywords : Brand Attachment; Brand Experience; Brand Extensions; Consumer Attitude; Streaming Services; Business and Economics;

    Abstract : This study aims to investigate how brand extensions within streaming services affect consumers’ attitudes and emotional attachment to the parent brand. Beyond fit and quality, we provide an explanation of the connection between brand extensions, emotional attachment, and consumer attitude. READ MORE

  6. 5. Examining the impact of social media influencer’s credibility dimensions on consumer behavior

    University essay from Högskolan i Gävle/Avdelningen för ekonomi

    Author : ANA HUSSAIN; ZAHID ALI; [2022]
    Keywords : Social media platforms; social media influencers; social media influencer marketing; trustworthiness; expertise; attractiveness; followers’ loyalty to the influencers; purchase intention; attitude toward the brand.;

    Abstract : Purpose: The study aims to explore the effects of social media influencers' credibilitydimensions (attractiveness, trustworthiness, and expertise) on consumer behavior (purchase intention and attitude towards the brand) while considering the followers' loyalty as the mediating variable in the fashion industry.Theoretical approach: The proposed conceptual model of the study is based on assumptions of source credibility theory and theoretical reasonings provided in the previous literature related to social media influencer marketing. READ MORE