Essays about: "brand associations."

Showing result 16 - 20 of 128 essays containing the words brand associations..

  1. 16. Individual sponsorship implementation and its managerial motivations : A collective case study of the managerial motivations behind the implementation of individual sponsorship in Swedish outdoor recreation sports

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Olle Lagerqvist; Daniel Carlsson; [2022]
    Keywords : Sponsorship; sport sponsorship; individual sponsorship; leveraging; congruence; sponsorship-linked marketing;

    Abstract : Background: In recent years, sponsorship has become an important and heavily implemented marketing communications tool, and the significance of sponsorship is especially seen within the context of sports. Despite the heavy implementation of sponsorship, both in a team context and on an individual level, existing sponsorship literature has been strongly focused on sponsorship in a team context, thus neglecting the individual aspect of sponsorship. READ MORE

  3. 17. How do fashion brands advertise sustainability? And does it really affect brand equity? : An empirical study on Adidas advertising on Instagram  

    University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

    Author : Julia Hilltorp; Emily Magnusson; [2022]
    Keywords : Brand Equity; Social Media; Advertising; Environmental Sustainability; Social Sustainability; Brand Loyalty; Brand Awareness; Brand Associations; Perceived Quality;

    Abstract : This paper examines how social- and environmental sustainability is advertised on Instagram and how it in turn affects consumer-based brand equity. Firstly, a latent content analysis was conducted on Adidas Instagram account, @adidas, to gain insights on how they use sustainability in their advertising through their Instagram posts. READ MORE

  4. 18. Brand Equity and Data Privacy: Beyond Selling Eyeballs : A business case for online privacy-friendly data practices in regions covered by the GDPR.

    University essay from Jönköping University/JTH, Avdelningen för datateknik och informatik

    Author : Maria Arango Kure; [2022]
    Keywords : Online brand equity; consumer behavior; pay-with-data transactions; data disclosure; privacy preferences; data control techniques;

    Abstract : This thesis investigates the ways in which businesses’ privacy practices in pay-with-data scenarios affect the way users interact with the business, both in terms of their on-site behavior and the creation of brand equity, in regions covered by the GDPR. I address a gap in the literature by exploring a possible business case for using privacy-friendly data collection practices in the context of brand equity creation and growth. READ MORE

  5. 19. Real or Fake? The Thin Line Between Consumers’ Perceived Brand Authenticity and Scepticism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sabrina Lungwitz; Maja Sjöstrand; [2022]
    Keywords : Socio-Political Activism; Brand Activism; Brand Authenticity; Brand Scepticism; Incumbent Brands; Challenger Brands; Cosmetics Industry; Business and Economics;

    Abstract : Thesis Purpose: The aim of this study is to gain a nuanced understanding of consumers’ perceived authenticity of incumbent and challenger brands in the cosmetics industry. To examine the phenomenon, four brands from two different sectors within the cosmetics industry are investigated. READ MORE

  6. 20. Play me that Trait : An exploratory study on the association between Sonic logos and Brand personality traits

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Anna Mellin; Kewin Olsson; Hannah Svensson; [2022]
    Keywords : Sonic branding; Brand personality traits; Responsibility; Activity; Aggressiveness; Simplicity; Emotionality; Sonic logos; Mode; Tempo; Association;

    Abstract : The aim of this research is to explore the association between brand personality traits and sonic logos. The brand personality traits that are incorporated into this research are Responsibility, Activity, Aggressiveness, Simplicity and Emotionality. These traits constitute one of the two building blocks for this research. READ MORE