Essays about: "brand rivalry"
Found 4 essays containing the words brand rivalry.
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1. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. READ MORE
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2. Do You Dare to Compare? The Effects of Comparative Advertising on Consumer Responses Towards the Advertised and Attacked Brands - A Case Study of Arla Foods and Oatly
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : In 2014, a long-stretched feud began between dairy company Arla Foods and oat milk company Oatly, and is continuously ongoing. The rivalry between the two companies includes advertising where the companies target one another, in different ways. READ MORE
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3. “Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry
University essay from Högskolan Kristianstad/Fakulteten för ekonomiAbstract : For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. READ MORE
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4. The downside of Fandom and Sponsorships - An empirical study of sports team rivalry and other negative sport sponsorship effects
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : This study examines how sports team rivalry and other negative sport sponsorship effects can interfere with a successful sponsorship agreement between a sponsor and its sponsored object. The study consists of two sections, a quantitative, as well as a qualitative research part. READ MORE