Essays about: "brand-customer relationship"

Found 2 essays containing the words brand-customer relationship.

1. 1. Love is all you need - Defining the concept of love brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lisa Lindenmeyer; Franziska Seifried; Alma Varga; [2023]
   Keywords : brand love; brand-customer relationship; brand loyalty; love brands; Business and Economics;

   Abstract : Purpose: The term “love brand” has recently become a buzzword among marketing practitioners. Therefore, the purpose of this paper is to define this concept, its elements, and how customers express the love they feel towards their love brand(s) in order to create a shared understanding among practitioners and the academic world. READ MORE

3. 2. How does brands' participation in an accidental controversy affect their reputation? : An application of the situational crisis communication theory to firestorms

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

   Author : Nina Björnsson; [2023]
   Keywords : Firestorms; Situational Crisis Communication Theory; reputation; trust recovery;

   Abstract : This study aims to investigate the strategies used by brands to recover from firestorms following controversies in the age of social media. The focus is on understanding the brand-customer relationship aspect of firestorms and the importance of monitoring and comprehending them to minimize their impact. READ MORE