Essays about: "brand loyalty intention"

Showing result 11 - 15 of 19 essays containing the words brand loyalty intention.

1. 11. Brand Equity for E-recruitment companies : A quantitative research on individuals´ intention to use e-recruitment websites

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Mathias Guselin; Sebastian Johansson; Joakim Jörgensen; [2016]
   Keywords : Brand equity; e-recruitment; brand awareness; brand association; perceived quality; brand loyalty;

   Abstract : Background: Internet has brought radical changes in the recruitment industry where individuals are increasingly turning to the Internet when seeking jobs. The increased use of e-recruitment is partly because it is considered to be the most effective way to reach the target group of applicants, and partly because of the cost savings and competitive pressure in the market. READ MORE

3. 12. FASHION BRANDS ON SOCIAL MEDIA : Why consumers engage with companies via social media

   University essay from Akademin för textil, teknik och ekonomi

   Author : Tamara Ublova; [2015]
   Keywords : social media; fashion industry; consumer behaviour; consumer engagement; purchase intention;

   Abstract : The online consumer engagement is becoming very significant for companies striving to build their relationship with their consumers. Social media gives an opportunity not only to reach consumers in a passive way, but to engage them in active communication and to upload content that is consequently updated and drawing followers´ attention. READ MORE

4. 13. Attitude vs Action - The predictability of attitudinal estimation models on purchasing behaviour

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

   Author : Frida Boman; Johnny Johansson; [2014]
   Keywords : Consumer Behaviour; Consumer Tracking; Purchase Intention; Share of Wallet; Wallet Allocation Rule;

   Abstract : Understanding consumer behaviour has become increasingly important for decision makers. As a result, tracking data to assess consumer attitude, intention and loyalty is growing in popularity. While survey based insights provide knowledge about intended and probable behaviour, this approach does not have full descriptive power for actual behaviour. READ MORE

5. 14. Youbranding - The marketing strategy of replacing the corporate brand name with personal names.

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

   Author : Jessica Hedin; Hannah Molin; [2014]
   Keywords : Youbranding; Debranding; Brand loyalty; Campaign; Marketing strategy;

   Abstract : The importance of obtaining and retaining loyal customers, instead of attracting as many customers as possible, is and always has been a constant struggle among businesses. New marketing strategies are utilized in order to attract attention and to differentiate the brand from the competition. READ MORE

6. 15. When Failures Can Be Good: A quantitative study of how planned failures influence consumers' behaviour

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

   Author : Matilda Stoltz; Maria Selting Rahne; [2013]
   Keywords : experiential marketing; event marketing; planned failure; consumer behaviour;

   Abstract : In a world of information overload it is becoming increasingly important for marketers to resort to creative and engaging marketing tools to get their communication message to stand out. It has therefore become more and more popular to use experiential event marketing due to its high consumer involvement and interaction. READ MORE