Essays about: "brand entertainment"

Showing result 6 - 10 of 35 essays containing the words brand entertainment.

  1. 6. The effect of SMMA on Purchase Intention through the mediator Brand Image : A quantitative study in the Swedish electronic industry

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Pontus Holm; Max Banfalvi; [2021]
    Keywords : E-commerce; Social Media Marketing Activities; Brand Image; Purchase Intention; Social Media.;

    Abstract : Background: Due to the digital era and a constant increase in social media usage, new ways to interact with customers can be done through adopting Social Media Marketing Activities (SMMA). The concept SMMA is constituted by the five dimensions ‘Entertainment’, ‘Interaction’, ‘Trendiness’, ‘Customization’ and ‘Word-of-mouth’. READ MORE

  3. 7. The Impact of Language Barriers on Product Placement : A Qualitative Study Investigating Swedish Consumers’ Brand Recall and Brand Attitude Using Netflix Original Series

    University essay from Jönköping University

    Author : Jennifer Hertzberg; Louise Rask; [2021]
    Keywords : Product Placement; Brand Recall; Brand Attitude; Language Barriers;

    Abstract : Product placement has long been a popular advertising tool that is still heavily used in today’s market. Therefore, this thesis adds a new construct to the field of product placement, namely language barriers, to see if that can have an impact on consumers’ ability to perceive product placement, in terms of brand recall. READ MORE

  4. 8. Managing brand equity during an ongoing pandemic : A qualitative study in the tourism- and hospitality industry during covid-19

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Josefine Henriksson; Ola Karlsson Eriksson; [2021]
    Keywords : Tourism- and hospitality industry; Brand equity; Covid-19; Branding in social media;

    Abstract : The aim for this study was to explore how small and medium enterprises (SMEs) in the Swedish tourism and hospitality industry have managed their brand during the covid-19- pandemic. To fulfill the aim the following research questions were asked; “How have SMEs in the tourism- and hospitality industry managed their brand equity during the covid-19 pandemic?” and “How have SMEs in the tourism- and hospitality industry worked with branding in social media to cope with the pandemic?”. READ MORE

  5. 9. The Impact of Social Media Marketing on Brand Loyalty : Case Study of Samsung Smartphones in Vietnam

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Thi Phuong Quynh Vu; Thi Thu Trang Vu; [2021]
    Keywords : Social media marketing; Social media marketing activities; Brand loyalty; Digital marketing; Samsung smartphones; Vietnam market.;

    Abstract : Background: Social media marketing has been used to facilitate communications and interactions between customers and brands and is considered as the effective driver to influence the customers’ buying behaviours and loyalty. Since its emergence in Vietnam market, Samsung smartphone brand has secured a considerable market share in this country and has activated some social media platforms to stay connected with its customers. READ MORE

  6. 10. Outcomes of personal branding in a virtual third place : A qualitative study on streamer-viewer relationships on Twitch.tv

    University essay from Umeå universitet/Företagsekonomi

    Author : Marcus Widell; Guzmán Marco; [2020]
    Keywords : ;

    Abstract : Personal branding has been central to the marketing field of study for the past few decades, as its flexibility has found a place in professional, academic, and social contexts. The relationship between loyalty and customer satisfaction has been explored throughoutexisting literature, where the concept of customer delight, or the act of exceeding customer expectations, has recently been the subject of many conversations regarding its effects on loyalty. READ MORE