Essays about: "brand personality"

Showing result 1 - 5 of 69 essays containing the words brand personality.

  1. 1. Differences in the Perception of Brand Personality

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Liam Karlsson; Emmanuel Ero; [2018]
    Keywords : ;

    Abstract : Background: The process connected to understanding perceived brand personality is discussed as well as how perceived brand personality may be affected by different cultures. Finally, the reader is introduced to the sportswear fashion industry, namely Adidas. The research questions are introduced. READ MORE

  2. 2. How do sport and eSport enthusiasts perceive brand image? : A study in the context of sponsorship

    University essay from Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

    Author : Emeline Vongehr; Annasilvia Dal Re; Jose Daniel Garzon Viteri; [2018]
    Keywords : Sport; eSport; Sponsorship; Brand Image; Brand Associations; Brand Identification; Brand personality; Event Image; Perceived Fit; Sponsorship Response;

    Abstract : In October 2017, the Olympic Committee rendered official its decision to consider electronic sports (eSports) as sports. The global eSports market was valued at nearly 493 million U.S. dollars in 2016, with 80% of the revenues coming from sponsorship. READ MORE

  3. 3. The Gentleman, The Rebel and The Villain: A comparative study of the scandal-sensitivity of athlete personalities in sports marketing

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

    Author : Anthony Grivas; Fabian Bratell; [2018]
    Keywords : sports marketing; celebrity-athlete endorsement; social psychology; scandals; consumer response;

    Abstract : Celebrity athletes have been powerful marketing tools throughout the professionalization and commercialization of sports. During the last couple of decades, the amount of sponsorship money allocated to the sports industry has rapidly increased, outplaying other sectors of entertainment. READ MORE

  4. 4. Brand Personality Dimensions in Sweden - Developing a Brand Personality Scale among Swedish Consumers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Evelina Andila; Selena Fridvad; [2018]
    Keywords : Brand personality; Brand management; Culture; Consumer attitudes; Sweden; Business and Economics;

    Abstract : The purpose of this thesis is to examine how Aaker’s (1997) brand personality scale functions in a culture outside of its country of origin and develop a deeper understanding of how Swedish consumers ascribe commercial brands symbolic values in terms of human personality traits. The thesis applies a quantitative research approach where data aggregation and analysis is conducted in a total of three interlinked studies. READ MORE

  5. 5. Brand Avoidance : A qualitative study on why consumers make conscious decisions to avoid social medial platforms like Facebook

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Charity Mashegede; Muram Shafik Radwan; Mariam Bilal; [2018]
    Keywords : brand avoidance; social media; Facebook;

    Abstract : Background: Interest in brand avoidance, which is a form of anti-consumption behaviour is growing among scholars, marketers and consumers. The extant literature has focused on the positive attitude consumers have towards brands, failing to account for reasons underlying brand avoidance. READ MORE