Essays about: "brand avoidance"

Showing result 16 - 20 of 21 essays containing the words brand avoidance.

1. 16. The Consequences of Consumer Brand Hate - A Case Study of Anti-branding Websites in the Airline Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lisa Scheider; Brittany Purkis; [2016]
   Keywords : Brand Hate; Anti-branding; Airline Industry; Consumer Brand Relationship CBR ; Consumer Complaint Behavior; Brand Avoidance; Consumer Dissatisfaction; Customer Service Quality.; Business and Economics;

   Abstract : Title: The Consequences of Consumer Brand Hate: A Case Study of Anti-branding Websites in the Airline Industry Seminar Date: May 30, 2016 Course: BUSN39 - Degree Project in Global Marketing Authors: Brittany Purkis, Lisa Scheider Advisor: Annette Cerne Keywords: Brand Hate, Anti-branding, Airline Industry, Consumer Brand Relationship (CBR), Consumer Complaint Behavior, Brand Avoidance, Consumer Dissatisfaction, Customer Service Quality. Purpose: The purpose of the study is to draw further understanding and investigate the hate relationship between a particular company and consumers and to develop theory in this area of study that has grown in relevance. READ MORE

3. 17. Service Brand Avoidance : A qualitative study of the drivers in the service industry

   University essay from Högskolan i Jönköping/IHH, Marketing and Logistics

   Author : Ludvig Löfgren; Anna Östlund; [2016]
   Keywords : Service Brand Avoidance; Brand Avoidance; Consumer Behaviour; Anti-Consumption; Brand Relationship;

   Abstract : Abstract Background  Branding is a significant asset for a company, and can provide a firm with sole association and a special meaning for the consumer. Consumer research generally stresses the idea of positive consumption of brands and a gap in the consumer behaviour studies regarding brand avoidance can be exemplified. READ MORE

4. 18. Identity Brand Avoidance : Understanding the Interdependencies and Main Drivers of Brand Avoidance

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : William Johansson; Nikolay Antonov Nikolov; Johan Pehrsson; [2016]
   Keywords : Brand Avoidance; Consumer Behavior; Brand Loyalty; Brand Community; Brand Management;

   Abstract : As everyday consumers become more engaged with their products and services, it is apparent that they are more willing to associate with certain brands. While most existing literature focuses on creating strong consumer-brand relationships and fostering brand loyalty, there has only been an interest in brand avoidance in the last several years. READ MORE

5. 19. Brand Avoidance : A study focusing on Marketing Communication within the Sportswear Industry in Sweden

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Anna-Sara Holmström; Therese Almqvist; Moa Forsberg; [2016]
   Keywords : Brand Avoidance; Anti-consumption; Advertising; Marketing Communication; Sportswear Industry;

   Abstract : Background Until today, branding in positive forms has been widely researched. It has been studied why consumers choose certain brands and how companies can increase brand loyalty. On the other hand, literature lacks studies on negative branding, which now becomes more interesting to gain more knowledge about. READ MORE

6. 20. Does culture matter in online retail? : A quantitative study based on the online shopping behaviour of generation Y in relation to the cultural influences of Germans and Swedes

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Dionne Boerwinkel; [2016]
   Keywords : E-commerce; culture;

   Abstract : Abstract Background: Due to technological developments (e.g. internet) and globalization, business management and the sales environment faced several changes in the last decades. Together with the convenience of the e-commerce and the free trade policy in the EU, businesses are evoked to enter foreign (online) markets (within the EU). READ MORE