Essays about: "brand messaging"

Showing result 6 - 10 of 12 essays containing the words brand messaging.

  1. 6. Perfectly imperfect - A comparison of female millennial consumers’ perceptions towards ‘Brand Activist Aspirants’ and ‘Authentic Brand Activists’ in the lingerie market

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Eileen Marlena Kersten; Lieke Theadora Adriana Brinkhof; [2021]
    Keywords : social brand activism; consumers’ perceptions; authenticity; female millennials; Authentic Brand Activist; Brand Activist Aspirant; Business and Economics;

    Abstract : Purpose: The purpose of this study is to comprehend female millennial consumers’ perceptions towards lingerie brands that are categorised as ‘Brand Activist Aspirants’ compared to ‘Authentic Brand Activists’. Methodology: As this research focuses on studying consumers’ perceptions, a subjective social constructionist view was taken. READ MORE

  3. 7. Uncovering the Motivations for Creating Brand-Related UGC on Instagram : A Study within the Apparel Industry

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Amy Vong; Malin Stax; [2017]
    Keywords : UGC; User-Generated Content; Electronic Word-of-Mouth; eWoM; Social Media; Instagram; Instant Messaging; Qualitative Content Analysis;

    Abstract : Background The emergence of the Web 2.0 has enabled users to create and distribute content on social media platforms. As consumers depend increasingly on each other when gathering and evaluating information, they are becoming influential on brand activities by producing UGC and eWoM. READ MORE

  4. 8. Are you Closing your Borders? A study on the impact of the migration crisis on the work with promoting the image and interests of Sweden abroad

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Alexandra Olofsson; [2016]
    Keywords : nation branding; public diplomacy; migration crisis; refugee crisis; Brand Sweden; the Image of Sweden; the Ministry for Foreign Affairs; the Swedish Institute; strategic public relations; Social Sciences;

    Abstract : The Image of Sweden abroad usually comes with positive connotations. Some of Sweden’s perceived strengths, e.g. being open, authentic, caring, and innovative, are represented in the Strategy for the Image of Sweden (2013). READ MORE

  5. 9. Automotive Fleet Sales Management

    University essay from Lunds universitet/Produktionsekonomi

    Author : Jakob Olsson; Gustav Westling; [2016]
    Keywords : Fleet sales; fleet cars; company cars; management; internal best practices; organizational learnings; business sales strategy; NFA; LeaseCo; automotive industry; trend analysis; future best practices; digitalization connectivity; omni-channel; WLTP; customer and vehicle data; online sales; direct sales; B2B; B2C; dealerships; CRM; business model disruption; Technology and Engineering;

    Abstract : Background The Master’s Thesis Case Study Company is a premium brand automotive OEM. In the Swedish fleet car (or company car) market, the company is lagging behind its main competitors in terms of market share a fact that is not true for several other European markets. READ MORE

  6. 10. Consumer Participation in FMCG Crowdsourcing Contests

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lisa Wijnberg; Jennifer Joan Williams; [2012]
    Keywords : Crowdsourcing Contest; Consumer; FMCG; Motives; Experience; Business and Economics;

    Abstract : Thesis purpose: The purpose of this study is to contribute to the existing literature on co-creation, specifically regarding the phenomenon of consumer participation in crowdsourcing contests. By taking a consumer perspective, it is our ambition to improve the conceptualization of the phenomenon of participants motives, experiences, attitudes and feelings, in general and related to the brand, in crowdsourcing contests. READ MORE