Essays about: "branding consumer behavior"
Showing result 1 - 5 of 28 essays containing the words branding consumer behavior.
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1. Social Media Platforms - The Most Valuable Player? - The role of social media platforms in fostering football fans’ team loyalty
University essay from Göteborgs universitet/Graduate SchoolAbstract : With football as an increasing business, alongside the rise and importance of user-generated content on social media, this mixed methodological paper analyzes which roles Twitter, podcasts and e-zines usage have for Swedish football fans’ loyalty towards their favorite teams, by utilizing surveys and semi-structured interviews. This paper provides support for positive relationships between social media usage and behavioral fan loyalty, since social media platforms keep fans updated and generate information, especially when there is a geographical distance between the fans and the team. READ MORE
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2. The Role of Branding Strategy During Internationalization: Insights From A Multiple Case Study
University essay from Göteborgs universitet/Företagsekonomiska institutionenAbstract : Internationalization is a key growth strategy for companies, with branding playing a crucial role in differentiation and global recognition. Multiple studies have highlighted the importance of brand strategies in internationalization and their influence on consumer choice and behavior. READ MORE
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3. The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title: The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories Date of the Seminar: 2nd June 2023 Course: BUSN39 – Degree in Global Marketing – Master Lever Authors: Camille Buob and Sebastian Franzén Supervisor: Burak Tunca Keywords: Product Category, Brand Type, Private Labels, National Brands, Consumer Perceptions Thesis Purpose: The aims of the thesis were (1) to investigate the effect of product categories on the perceptions of relative price, quality, risk, and value and (2) to test a moderation effect of brand types (Private Label or National Brand) on the relationships between the product category and the different perceptions. Methodology: A study was conducted with four different products that were representative of two different product categories - food and household, and within each product category different types of brands were selected - private label and national brand. READ MORE
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4. How do the Female Attitudes Towards Sustainable Branding Influence Purchase Intention in the Sportswear Industry : A qualitative study of women aged 20-50.
University essay from Jönköping University/IHH, FöretagsekonomiAbstract : Background: The sportswear industry has grown rapidly in the past years, with sportswear becoming a popular choice for everyday wear and sports activities. However, concerns about sustainability have emerged, prompting consumers to think about their purchasing habits. READ MORE
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5. The Impact of Generation-Z on International Branding Strategy: An Analysis of Startup Fashion Brands : What are the possible challenges and advantages faced by startup fashion brands in adapting to the Gen-Z effect in their international branding strategies?
University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)Abstract : This study explores the profound impact of Generation Z (Gen Z) on the international branding strategies employed by small fashion brand startups. As digital natives born between the mid-1990s and early 2010s, Gen Z represents a dynamic force that challenges traditional marketing approaches. READ MORE
