Essays about: "brand equity"

Showing result 21 - 25 of 274 essays containing the words brand equity.

  1. 21. Event Marketing : How event marketing may impact a company's brand equity

    University essay from

    Author : Tuva Hallgren; Josefine Åhman; [2023]
    Keywords : ;

    Abstract : .... READ MORE

  3. 22. Combating the credibility crisis - Investigating the role of brand co-creation within green marketing

    University essay from Göteborgs universitet/Graduate School

    Author : Niklas Löfgren; Axel Wieslander; [2022-08-04]
    Keywords : Green Marketing; Brand Co-creation; Green Brand Equity; Brand Credibility; Greenwashing; Transparency;

    Abstract : Firms are facing increasing pressure to become more sustainable, coupled with growing insight and scrutiny. However, attempts to meet these demands and attract sustainability-concerned consumers through green marketing and branding has resulted in widespread greenwashing. READ MORE

  4. 23. For Better or for Worse? - A qualitative study of the connection between a sole proprietor and its respective brand.

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Julia Lind; Alma Stridh; [2022]
    Keywords : Sole proprietor; Brands; Brand equity; Credibility;

    Abstract : The emergence of influencers establishing their own brand has become a common phenomenon today as a result of the benefits that brands can leverage through influencer credibility. This study aims to investigate the connection between the sole proprietor and its respective brand during the time of a scandal caused by one of the parties. READ MORE

  5. 24. Experiences in E-servicescapes : A multiple case study on brand experiences in online environments and its relation to brand equity

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Igor Mróz; Enok Enocson; [2022]
    Keywords : Brand experience; online brand experience; brand equity; e-servicescape;

    Abstract : With a fast-evolving digital society that offers individuals the option to shop from anywhere in the world, in a matter of seconds, competition amongst brands has never been tougher. It is therefore of greater importance for brands to distinguish themselves from competitors. READ MORE

  6. 25. Sorry to Burst Your Bubble : An analysis on how content by @thegirlslikeme organize resistance against anti-feminist narratives through humor and wellness fuelling participation in Nigerian feminist discourse on Instagram

    University essay from Uppsala universitet/Institutionen för informatik och media

    Author : Joan Ilebode; [2022]
    Keywords : feminism; memes; Instagram; humor; wellness; oppression; Nigeria; social media;

    Abstract : In this study, I look at the content and interpretation of posts by a feminist meme account on Instagram called @thegirlslikeme, from the perspective of a sample size of Nigerian female followers through a focus group discussion, along with a visual social semiotic analysis of the posts. This study set out to answer three research questions:  i) How do the posts on TGLM use humor and wellness to portray feminism?  ii) How is the content on TGLM challenging antifeminist narratives in a Nigerian context? And finally,  iii) How do the Nigerian followers relate to the brand of feminism represented on TGLM? The theoretical approaches theories employed to help think through the data gathered in form of thematic blocks from the interview, and the textual and visual content are participatory culture, work of representation, and filter bubbles and echo chambers. READ MORE