Essays about: "brand fit"
Showing result 11 - 15 of 118 essays containing the words brand fit.
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11. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. READ MORE
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12. Luxury Fashion Brands are Racing to Become Pioneers in The Use of Influencer Marketing: An Exploratory Study on How This Can Be Achieved and The Impacts on Brand Perceptions
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : As the digital evolution continues to take on the world industry by industry, luxury fashion brands are left with no choice but to adapt to the new means of media consumption. Numerous luxury fashion brands are implementing influencer marketing strategies to communicate their brand's message in novel ways. READ MORE
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13. Inclusive marketing : A study of Swedish female consumers’ perceptions of inclusive advertisements in the fashion industry
University essay from Umeå universitet/FöretagsekonomiAbstract : In the last decades we have seen an increase of inclusive marketing, partly because of an increase of consumer awareness and expectations. But it can be hard to succeed with inclusive marketing, and previous research shows that many companies have been accused of CSR- washing, forced diversity, etc. READ MORE
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14. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. READ MORE
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15. Chatting with a brand spokes-character: A quantitative study on the effects of using brand spokes-characters as virtual chatbot agents
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : This study investigates the consequences of using brand spokes-characters as chatbot agents in customer interactions. Through two studies, the effects of using a brand spokes-character to interact with consumers is compared to using a non-spokes-character chatbot agent. READ MORE