Essays about: "brand personality"

Showing result 6 - 10 of 115 essays containing the words brand personality.

1. 6. Does one's cultural background make a difference? : Exploring motivations for consumer engagement on social media

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Helena Vahnberg; Yara Jallad; [2023]
   Keywords : consumer engagement; social media; uses and gratification theory; consumers online brand-related activities;

   Abstract : Background: Social media has become a crucial aspect of individuals lives and it has provided businesses with a unique opportunity to connect with their customers. Instagram has grown to become one of the most widely used social networking sites in the world and there is a diversity of motivations of why consumers choose to engage with brand-related content on social media. READ MORE

3. 7. Brand Personality Analysis of a Sports Manager

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Victor Brendelökken; Hamza Saadi; [2023]
   Keywords : ;

   Abstract : .... READ MORE

4. 8. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Roosa Maria Viloma; Katharina Nadine Junge; [2023]
   Keywords : Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

   Abstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE

5. 9. How Generation Z perceive brand personality on TikTok

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Bea Burke; Katrina Mitrofanova; [2023]
   Keywords : Generation Z; personality dimensions; brand personality; TikTok;

   Abstract : Background: Since its publication in 1997, Jennifer Aaker’s brand personality model has been challenged but none of the publications have had the same seminal effect. Additionally, differences in perceptions of Aaker’s personalities have been found which suggests a gap of knowledge to research. READ MORE

6. 10. Men & Cosmetics: A Problem of Consumer Understanding? : Perception of French Consumers about male cosmetics

   University essay from Umeå universitet/Företagsekonomi

   Author : Aline Smeeckaert; Baptiste Martin; [2022]
   Keywords : Gender; Cosmetics; Men’s Grooming; Male Cosmetics; Men Consumer Behavior; Self-concept; Body Image; Brand Personality; Masculinity;

   Abstract : Background: The cosmetics industry has historically been associated with women, and much research has focused on them. However, the male cosmetics market has been growing rapidly for several years around the world. Nevertheless, little attention has been paid to men and their new way of life and consumption. READ MORE