Essays about: "brand-customer relationships"

Found 3 essays containing the words brand-customer relationships.

  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. Integrated NFC in product packaging : How the use of integrated Near Field Communication in product packaging can change the user experience for Generation Z and enable stronger relationships with brands

    University essay from

    Author : Noah Mooiman; Simon Andersson; [2022]
    Keywords : near field communication; product packaging; user experience; brand-customer relationships; engagement; Generation Z; smart interactive packaging;

    Abstract : Over the past decades, technological advancements have made everyday objects smart, and naturally, these developments have reached the packaging industry too. Packaging equipped with sensors and chips can provide new experiences to its customers and one of the technologies that has shown its potential to contribute to this is Near Field Communication (NFC). READ MORE

  4. 3. Value co-creation and Industry 4.0 : A comparative cross-case study of luxury vs. fast-fashion brands

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

    Author : Dumitru Lopusneac; [2020]
    Keywords : co-creation; industry 4.0; fashion; luxury; fast-fashion;

    Abstract : Consumers have changed their behaviour from passive roles to active ones, demanding their beloved brands to be integrated into long-lasting customer-brand relationships. With this ideology, which is the basis for the S-D logic, there is an on-going scientific debate on the value co-creation phenomenon and its effects on sustaining long-term brand-customer relationships in the context of the fashion industry. READ MORE