Essays about: "brand personality thesis"

Showing result 6 - 10 of 45 essays containing the words brand personality thesis.

1. 6. A Good Name Is Better Than Riches - A Single Case Study of Essity

   University essay from Göteborgs universitet/Graduate School

   Author : Elma Hodzic; Linnéa Egertz; [2021-07-06]
   Keywords : Social Media; Brand Awareness; Corporate Brand; B2B Brand; Influencing Factors;

   Abstract : This qualitative single case study aims to examine the concept of brand awareness on social media for a corporate brand. To achieve this, the research was conducted in collaboration with the global hygiene and health company Essity, mainly targeting B2B customers. READ MORE

3. 7. Exploring Fast Fashion renting and its influence on Brand Equity - A comparative study between Sweden and Russia

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Vladislav Galkin; Christopher Kewenter; [2021]
   Keywords : Fast fashion; Sustainable consumption; Collaborative consumption; Renting; Brand Equity; Business and Economics;

   Abstract : Abstract Keywords: Fast fashion, Sustainable consumption, Collaborative consumption, Renting, Brand Equity. Purpose of the thesis: This thesis aims to discover changes in Millennials' Brand perceptions towards renting in Fast fashion, having a cultural comparison perspective between Russia and Sweden. READ MORE

4. 8. It’s just a meme bro! : How memes in marketing communication affects brand personality

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Alban Krasniqi; Victor L. Palmstadius; [2021]
   Keywords : Brand personality; A New Measure of Brand Personality; secondary associations; memes; marketing communication;

   Abstract : Internet memes have in recent years become a prevalent phenomenon which brands have now started to use in their marketing communication efforts. Previous brand personality research suggested that communication style can change a brand’s perceived personality from a consumer’s perspective. READ MORE

5. 9. Follow, Like and Share the Leader: Examining SMI Marketing through the Lense of Personality Cults

   University essay from Göteborgs universitet/Graduate School

   Author : Liam Silva Vail; [2020-06-23]
   Keywords : Social Media Influencer; Cult of Personality; SMI marketing; Digital Cults of Personality;

   Abstract : Purpose: As marketing campaigns are using social media influencers (SMI) more and more, this thesis examines if the psychological underpinnings in the follower-leader dynamic in cults of personality (CoP) can help explain the behaviour of those who follow SMIs and if this leads to better marketing performance. Method: This report utilizes a quantitative, survey-based approach to test a wide spectrum of social media users. READ MORE

6. 10. Follow, Like and Share the Leader: Examining SMI Marketing through the Lense of Personality Cults

   University essay from Göteborgs universitet/Graduate School

   Author : Liam Silva Vail; [2020-06-16]
   Keywords : Social Media Influencer; Cult of Personality; SMI marketing; Digital Cults of Personality 1;

   Abstract : Purpose: As marketing campaigns are using social media influencers (SMI) more and more, this thesis examines if the psychological underpinnings in the follower-leader dynamic in cults of personality (CoP) can help explain the behaviour of those who follow SMIs and if this leads to better marketing performance. Method: This report utilizes a quantitative, survey-based approach to test a wide spectrum of social media users. READ MORE