Essays about: "brand attractiveness"
Showing result 1 - 5 of 63 essays containing the words brand attractiveness.
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1. Viral Attraction: Incongruency in Job Adverts on Social Media
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Organizations are facing increasing challenges when it comes to securing talent. Harsh competition and a young generation more inclined to bargain means more activities to stand out and become an attractive employer. READ MORE
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2. MONEYMAKER OR GLOBAL SAVER- Exploratory study on Sustainable Innovation
University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknikAbstract : In recent years, both academia and practice have shown an increased interest in sustainable innovation. This new area is examined in the context of large enterprises in our qualitative multiple case study. This thesis thus contributes to a better understanding of the concept as well as the underlying variables that drive sustainable innovation. READ MORE
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3. Are Influencers the Next Brand-Building Tool? : A Qualitative Study on How Influencer Marketing Affects Customer-Based Brand Equity
University essay from Umeå universitet/FöretagsekonomiAbstract : Given the rise of social media and the growing importance of influencers on consumer behavior, gaining an understanding of how influencers and the practice of influencer marketing impact the brand from the consumer's perspective is crucial. Additionally, a significant amount of companies compete for consumers' attention in today's market. READ MORE
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4. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. READ MORE
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5. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. READ MORE