Essays about: "brand scepticism"

Showing result 1 - 5 of 11 essays containing the words brand scepticism.

  1. 1. Hermès in ASMR style : a study of ASMR in fashion marketing footage and associated experiences of luxury brand lovers

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Muthuporuthotage Salini Rasadi Perera; [2024]
    Keywords : Asmr; Asmr Marketing; Brand Experiences; Hermès; Brand Love;

    Abstract : The study presented here delves into the integration of Autonomous Sensory Meridian Response (ASMR) content into fashion marketing strategies, with a specific focus on the renowned luxury brand Hermès. ASMR is a perceptual phenomenon characterized by tingling sensations and feelings of relaxation triggered by certain audio visual stimuli. READ MORE

  3. 2. Unwrapping Brand Activism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Denise Vork; Bruno Dewever; [2023]
    Keywords : Brand Activism; Packaging; Consumer Engagement; Consumer Perceptions; Socio-political Issues; Consumer Resistance; Business and Economics;

    Abstract : This research used a qualitative approach, more specifically, netnography based on two cases. The two empirical cases on the use of brand activism on packaging that have been selected for this study are: (1) Walmart’s introduction of a ‘Celebration Edition’ Ice Cream for Juneteenth, and (2) Skittle’s introduction of a rainbow- free packaging to support the LGBTQ+ community. READ MORE

  4. 3. Brand Activism Scepticism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Gal Dagan; Jessica van Zeijderveld; [2022]
    Keywords : Brand Activism; Brand Management; Consumer Perception; Consumer Validation; Branding; Business and Economics;

    Abstract : The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. READ MORE

  5. 4. Real or Fake? The Thin Line Between Consumers’ Perceived Brand Authenticity and Scepticism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sabrina Lungwitz; Maja Sjöstrand; [2022]
    Keywords : Socio-Political Activism; Brand Activism; Brand Authenticity; Brand Scepticism; Incumbent Brands; Challenger Brands; Cosmetics Industry; Business and Economics;

    Abstract : Thesis Purpose: The aim of this study is to gain a nuanced understanding of consumers’ perceived authenticity of incumbent and challenger brands in the cosmetics industry. To examine the phenomenon, four brands from two different sectors within the cosmetics industry are investigated. READ MORE

  6. 5. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jakob Ferenius; Victoria Kotras; [2021]
    Keywords : Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

    Abstract : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. READ MORE