Essays about: "brand relationship marketing"

Showing result 1 - 5 of 68 essays containing the words brand relationship marketing.

  1. 1. Co-creating Your Own Luck - A Quantitative Study of Non-participating Consumers' Responses to Communicated Consumer Co-creation in New Product Development

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

    Author : Jennie Padron Benitez; Sara Sahlquist; [2019]
    Keywords : consumer co-creation; new product development; customer-based brand equity; non-participating consumer responses; virtual customer integration;

    Abstract : Consumers are deemed to be the most important external source used in innovation processes. Recently, the interest in consumer involvement in new product development has increased, both in practice and within research. READ MORE

  2. 2. The role of entrepreneurship and uncertainty with reward-based crowdfunding in the digital age

    University essay from Uppsala universitet/Industriell teknik

    Author : Benjamin Rosinski; [2018]
    Keywords : reward-based crowdfunding; entrepreneurship; effectuation; uncertainty; social networks; platforms; traditional fund-raising; Kickstarter;

    Abstract : Crowdfunding is a transformative service innovation, a novel and revolutionary way for entrepreneurs to obtain funding for their start-up ventures. This study explores the phenomenon of reward-based crowdfunding in relation to entrepreneurial behaviour and decision-making, as well as the relationship between the entrepreneur and the community. READ MORE

  3. 3. Exploring marketing activities to strengthen brand equity within an SME : a case study on the company PAUL och THOM

    University essay from SLU/Dept. of Economics

    Author : Kim Meyer; [2018]
    Keywords : branding; brand building; brand equity; brand management; marketing;

    Abstract : Small and Medium sized Enterprises (SMEs) are often researched through the perspectives and theories created from studies of large organizations. This constitutes the basis of a theoretical problem when studying SMEs. READ MORE

  4. 4. Selling the Green Dream to Women: Socio-environmental Degradation and the Paradox of Feminism and Sustainability in Fashion Marketing.

    University essay from Lunds universitet/Humanekologi

    Author : Mariko Takedomi Karlsson; [2018]
    Keywords : Gender; environment; fashion; marketing; consumption; ecologically unequal exchange.; Social Sciences;

    Abstract : This thesis identifies a trend of fashion brands engaging in feminist and environmental issues through their business strategy in order to sell products to women. More specifically, it explores the relationship between gender and environmentalism in marketing campaigns within the fashion industry. READ MORE

  5. 5. Influencer marketing’s effect on brand perceptions – A consumer involvement perspective

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Victor Ekstam; Livia Bjurling; [2018]
    Keywords : Influencer marketing; consumer involvement; brand attitude; brand personality; social media marketing; Business and Economics;

    Abstract : Purpose: The purpose of this study is to enhance the understanding of how different groups of consumers perceive a brand depending on whether they are exposed to influencer marketing or paid social media marketing. Methodology: A descriptive quantitative study with a between-subjects design was conducted using a digital survey. READ MORE