Essays about: "brand perception"

Showing result 1 - 5 of 280 essays containing the words brand perception.

  1. 1. The Power of Committed Consumers: A Quantitative Study of Branded Online Communities’ Impact on Brand Perception

    University essay from Göteborgs universitet/Graduate School

    Author : Louise Holmquist; Alexandra Muhl; [2021-07-02]
    Keywords : Branded online communities; user-generated content; brand perception; interaction drivers; consumer engagement;

    Abstract : MSc in Marketing and Consumption.... READ MORE

  2. 2. Sound Logo Perception Investigating Consumer Perception of Sonic Brand Logos

    University essay from Göteborgs universitet/Företagsekonomiska institutionen

    Author : Henrik Berghe; Georg Södling; Jonathan Peterson; [2021-06-28]
    Keywords : ;

    Abstract : .... READ MORE

  3. 3. 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

  4. 4. Good Guy versus Bad Guy: How are Patagonia´s and H&M´s Green(wash)ing Strategies Perceived among Consumers?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sebastian Köhler; Lum Rexha; Pieter Christiaan Sturm; [2021]
    Keywords : Greenwashing; Green brand associations; Green brand image; Brand credibility; Green brand equity; Fashion industry; H M; Patagonia; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. READ MORE

  5. 5. Renting is the New Black?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Christina Julia Pretz; Lisa Maria Stadlbauer; [2021]
    Keywords : Luxury fashion brands; consumer perceptions; rental platforms; exclusivity; ownership; access-based economy; Business and Economics;

    Abstract : This study aims to investigate consumers’ perceptions of luxury fashion brands and whether these perceptions differ with and without the context of luxury rental platforms. A qualitative methodology was adapted, using semi-structured interviews and an abductive research approach. READ MORE