Essays about: "brand relationship marketing"

Showing result 31 - 35 of 222 essays containing the words brand relationship marketing.

  1. 31. The Odd Couple

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jesper Gunnarsson; Lukas Morneweg; [2022]
    Keywords : Unconventional Brand Collaborations; perceived fit; brand partnerships; consumer culture perspective; Gen Z; Business and Economics;

    Abstract : The purpose of this research is to explore the phenomenon of Unconventional Brand Collaborations from a consumer culture perspective and discover the factors that make them appealing to Gen Z. Hence, this study aims to give another perspective than the one given by previous literature on brand collaborations, which emphasizes the need for a high perceived fit between the parent brands. READ MORE

  3. 32. The Impact of Brand Generated Content on Green Purchase Intention : A Study Based on Brand Generated Content on Social Media Platforms and Food Industry

    University essay from Umeå universitet/Företagsekonomi

    Author : Rupam Saha; [2022]
    Keywords : Green Consumerism; Green Purchase Intention; Green Foods; Green Products; Eco-friendly Foods; Sustainable Products; Environmental Friendly Products; Brand Generated Contents; Firm Generated Content on Social Media; Green Marketing.;

    Abstract : The increasing threats to the environment have led the consumers to enhance their concern for environment. As a result, consumers nowadays intend to purchase environmentally friendly products as part of showing their concern for environment. READ MORE

  4. 33. 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

  5. 34. How FIFA Scores from an Offside Position: Understanding the longevity of a Disliked Brand.

    University essay from

    Author : Joris Bertholet; Daan Juistenga; [2021]
    Keywords : FIFA; Brand Longevity; Brand Dislike; Customer Valuation; Brand Loyalty; Video Games;

    Abstract : Background: Organizations desire to create and maintain a strong and long-lasting relationship with their consumers. Firms enjoy many benefits through the loyalty of customers, such as lower marketing costs, increased revenue, and much more. READ MORE

  6. 35. Facebook and the Circulation of Capital: The Rentier Supply Chain of Social Media Marketing

    University essay from Lunds universitet/Institutionen för kulturgeografi och ekonomisk geografi

    Author : Axel Sievers; [2021]
    Keywords : Digital Platforms; Digital Space; Facebook; Global Inequality Chains; Political Economy; Rentier Capitalism; Social Media; Supply Chain; Value Theory; Social Sciences;

    Abstract : Digital space is a novel form of spatial expression which have been core to the business model of some of the largest firms within the 21st century. Mobilizing tools from geographical political economy, Facebook and the core function of its digital space is critically analyzed, along with how value is distributed along the advertising supply chain. READ MORE