Essays about: "brand communities"

Showing result 16 - 20 of 82 essays containing the words brand communities.

  1. 16. Branding in the Metaverse: Exploring established brand management perspectives and the advent of decentralized branding on Web 3.0

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Thiago Costa; Alaa Eldin Helal; [2022]
    Keywords : Branding; Brand Management; Metaverse; Decentralization; Blockchain; Web 3.0; NFT; DAO; Decentralized Branding; Business and Economics;

    Abstract : Purpose: The purpose of this exploratory qualitative research is: First, to explore what brands understand by metaverse and how they perform branding in this new context. Second, to investigate how established constructivist approaches to branding are performed within the metaverse. READ MORE

  3. 17. Community interactions : how visitors co-create Greenpeace’s online presence

    University essay from SLU/Dept. of Urban and Rural Development

    Author : Aristeidis Andreas Progoulakis Kastillo; [2022]
    Keywords : community; Greenpeace; Facebook; page; social media; co-creation; online community; interaction; comments; environmental communication; marketing; NGO;

    Abstract : The online presence of environmental NGOs (ENGOs) has opened the opportunity to gain independence from the limitation of the news media coverage they can get. However, multiple challenges, including dealing with interactions on social media, are among the complexities of using those channels. READ MORE

  4. 18. Mending the end-goal paradox of social and commercial marketing

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Klara Käll; Nuria Budesca Alameda; [2022]
    Keywords : Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain; Business and Economics;

    Abstract : Title: Mending the end-goal paradox of social and commercial marketing - An explorative case study of brands’ emotional communication influence on consumers’ behavioural attitudes Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master level Authors: Klara Käll & Núria Budesca Alameda Supervisor: Annette Cerne Keywords: Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain Purpose: The purpose of this study is to investigate consumers' attitudes toward social marketing behaviours communicated by brands with regards to emotions. Methodology: This research was carried out with the research philosophies of relativism for ontology and social constructionism for epistemology. READ MORE

  5. 19. Are likes as important for brands as it is for the teenager next door? : An explanatory study of how activity and engagement in social media as a brand community have an impact on attitude and repetitive purchases.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Sofia Dahlgren; Christoffer Eriksson; Léa Tomasino; [2022]
    Keywords : Social media; activity; engagement; repetitive purchase; consumers´attitude; virtual brand community;

    Abstract : Background: In recent years, the emergence of the internet and social networks have allowed consumers to interact and communicate quickly, this means that online social media-based brand communities are an important part of the market. However, does the engagement and activity on social media-based brand communities affect the consumers’ attitude and repetitive purchase?. READ MORE

  6. 20. Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andrés Emilio Garcia Raffo; Niklas Kjellander; [2022]
    Keywords : Brand Community; Anti-Brand Community; Brand Dislike; Consumer-activism; Business and Economics;

    Abstract : Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands. Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs. READ MORE