Essays about: "brand communities"

Showing result 21 - 25 of 82 essays containing the words brand communities.

1. 21. The Power of Committed Consumers: A Quantitative Study of Branded Online Communities’ Impact on Brand Perception

   University essay from Göteborgs universitet/Graduate School

   Author : Louise Holmquist; Alexandra Muhl; [2021-07-02]
   Keywords : Branded online communities; user-generated content; brand perception; interaction drivers; consumer engagement;

   Abstract : This study aims to explore how interaction drivers in a branded online community impacts the brand perception among members of a community. Understanding brand perception is important since brand management is crucial for differentiating on the market. READ MORE

3. 22. The dynamic process of brand negotiation in virtual brand communities in the airline industry - a case study of a full-service carrier, KLM Royal Dutch Airlines

   University essay from Göteborgs universitet/Graduate School

   Author : Jing Rong Chang; Corina Choi Magnusson; [2021-07-01]
   Keywords : Brand negotiation; virtual brand communities; trust and commitment; actor-network theory; airline industry;

   Abstract : The increasing application of digitalisation and the popular use of social media affect the way brands communicate with their customers. The growing significance of virtual brand communities (VBCs) such as Facebook brand fan pages has led to a change in how brands and consumers interact, thus urging researchers and marketers to look for new perspectives of management within this area. READ MORE

4. 23. Consumer engagement in online brand communities: A netnographic study on Gymshark's Facebook brand page

   University essay from Göteborgs universitet/Graduate School

   Author : Winny Apaza; Tasnim Jahan; [2021-06-23]
   Keywords : online brand communities; content creators; content characteristics; consumer engagement; influencer generated content; firm generated content; consumer generated content;

   Abstract : Consumer engagement on online brand communities has increasingly become a field of interest among marketers. As the process of online consumer engagement is different from traditional ones, it continued to impose challenges to the marketers to take different strategies. READ MORE

5. 24. The Increased Value in Appealing to Brand Community Members - A Comparison with Regular Customers

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Klara Dunehav; Okka Mennenga; [2021]
   Keywords : Business and Economics;

   Abstract : Title: The Increased Value in Appealing to Brand Community Members - A Comparison with Regular Customers Date of seminar: June 3rd, 2021 Course: BUSN39 - Degree Project in Global Marketing - Master Level Authors: Klara Dunehav & Okka Mennenga Supervisor: Veronika Tarnovskaya Keywords: Brand Communities, Brand Value, Fashion Brands, Qualitative Research Thesis Purpose: Identifying differences in brand value between fashion brand community members compared to regular customers in order to see value-enhancing traits. Methodology: Qualitative, Abductive and Intensive Research based on 9 semi-structured interviews. READ MORE

6. 25. Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies

   University essay from Umeå universitet/Företagsekonomi

   Author : Sejin Hahn; Sarafat Hossain; [2021]
   Keywords : Adaptation; Crisis Management; Financial Liquidity; Access to Capital; Government Aid; Alternative Finance; Marketing Strategy; Resource-based View RBV ; Customer-Centric; Stakeholder View; Brand; Authenticity; Knowledge; Capabilities; Marketing Management; Marketing-Finance Interface; Paid Marketing; Organic Marketing; Customer Loyalty; Community; Decision-Making;

   Abstract : Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. READ MORE