Essays about: "brand image"

Showing result 1 - 5 of 482 essays containing the words brand image.

  1. 1. Is your brand loyalty affected by the country? : An explanatory investigation of the relationship between brand loyalty and country-of-origin in a Swedish context

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Christoffer Eriksson; Sofia Dahlgren; Julia Sunnegårdh; [2021]
    Keywords : Brand loyalty; country-of-origin; perceived quality; country image; repetitive purchase; attitudinal loyalty.;

    Abstract : Background: Brand loyalty is a rather old concept and has become a central part of everybrand and there are many factors that need to be considered when choosing strategies in orderto achieve this. However, even though the concept itself is rather set-in stone the research onhow brands archive this in different contexts is constantly in motion, for instance it has beenshown that a brand's Country-of-Origin has effects on consumers purchase intent and attitudeswhich are crucial factors within Brand loyalty. READ MORE

  2. 2. 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

  3. 3. Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Rebecca Arfwedson; [2021]
    Keywords : Environmental brand activism; consumer hashtag activism; Instagram; social semiotics; self-branding; networked branding; consumer engagement; Social Sciences;

    Abstract : Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). READ MORE

  4. 4. The influence of guerrilla marketing on consumers’ purchasing behavior

    University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik; Mälardalens högskola/Akademin för ekonomi, samhälle och teknik; Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Author : Zeineb Tarek Jawad Al Fattal; Ismael El Rharbaoui; Amara Aldebe; [2021]
    Keywords : ;

    Abstract : Date: 2021/01/21 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Amara Aldebe, Ismael El Rharbaoui.  Zeinab Al Fattal Title: The influence of guerrilla marketing on purchasing behavior Tutor: Leanne Johnstone Keywords: guerrilla marketing, consumers’ behavior, purchasing behavior, marketing communication, brand image, WoM Researchquestion: How does guerrilla marketing influence consumers purchasing behavior? Purpose: To examine the effect of guerrilla marketing on purchasing behavior Method: Qualitative research technique Conclusion: The impact of guerrilla marketing on purchasing behavior mainly dependson the brand image and how innovative the guerrilla campaign is . READ MORE

  5. 5. Controversial Advertisement and New Investors: Is this a knock-OAT for the sustainable Company Oatly?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Beata Edlund; Emma Pärsson; Johanna Gripwall; [2021]
    Keywords : brand activism; Oatly; corporate reputation; brand identity; Business and Economics;

    Abstract : December 2nd 2016 it was established that Oatly had a new co-owner, China Resources, a partnership that went against not only their own core values but also the values of their oat followers. However, it was not until 2019 the media storm drew in. READ MORE