Essays about: "brand attitudes"

Showing result 1 - 5 of 226 essays containing the words brand attitudes.

1. 1. International disputes and nation branding. Investigating Individual Attitudes, Attitude Changes, and Its Implications in the wake of the NATO dispute between Turkey and Sweden

   University essay from Göteborgs universitet/Företagsekonomiska institutionen

   Author : Oskar Eriksson; [2023-11-07]
   Keywords : ;

   Abstract : This thesis investigates the interplay between attitudes and nation branding in the context of the NATO dispute between Sweden and Turkey, along with its subsequent events. The study employs a mixed-method approach, combining a pre-study and content analysis, with a quantitative survey and qualitative interviews that illustrates the nuances of the attitudes measured. READ MORE

3. 2. Role of CSR and Brand Image : A qualitative study on IKEA

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Arefa Islam; [2023]
   Keywords : Corporate social responsibility CSR ; Brand; Brand Image; Purchase intention.;

   Abstract : Purpose                                                           The primary objective of this study is to make     theoretical advancements and practical insights for companies aiming to strengthen  enhance their brand image through the implementation of CSR initiatives.. READ MORE

4. 3. From Elite to Everyone: How User-Generated Content Democratizes Hermès and Challenges Its Exclusivity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lovisa Smedmark; Karin Forslund; [2023]
   Keywords : Luxury brand perceptions; Brand awareness; Commodity theory; Self-brand association; Brand attitudes; User-generated content; Luxury brand management; Business and Economics;

   Abstract : The purpose of this thesis is to add to existing research and create a deeper understanding regarding the influence of online narratives on luxury brand attitudes. The research aims to explore how luxury brands are portrayed by social media users, in order to gain a cohesive understanding of its effect on the attitudes that are formed towards the brand. READ MORE

5. 4. Trust in Motion: Navigating the Liability of Distrust in Autonomous Vehicle Digital Brand Communication

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Saga Blomström; Josef Waldfogel; [2023]
   Keywords : Automated vehicles; Autonomous; AV; Artificial intelligence; AI; SAE level 5; Digital Brand Communication; Liability of distrust; Startups; Source credibility model; Framing theory; Social Sciences;

   Abstract : While previous research has primarily focused on the sources and causes shaping attitudes towards artificial intelligence and autonomous vehicles, this research attempts to shed light on the communication efforts employed by autonomous vehicle companies. Using qualitative content analysis of the website material from three distinct SAE level 5 autonomous vehicle organizations, the study aims to achieve two primary objectives: to investigate how digital brand communication in the autonomous vehicle industry addresses the liability of distrust, and to propose improvements for redesigning communication to reduce consumer distrust. READ MORE

6. 5. 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