Essays about: "brands and change"

Showing result 21 - 25 of 129 essays containing the words brands and change.

  1. 21. The dynamic process of brand negotiation in virtual brand communities in the airline industry - a case study of a full-service carrier, KLM Royal Dutch Airlines

    University essay from Göteborgs universitet/Graduate School

    Author : Jing Rong Chang; Corina Choi Magnusson; [2021-07-01]
    Keywords : Brand negotiation; virtual brand communities; trust and commitment; actor-network theory; airline industry;

    Abstract : The increasing application of digitalisation and the popular use of social media affect the way brands communicate with their customers. The growing significance of virtual brand communities (VBCs) such as Facebook brand fan pages has led to a change in how brands and consumers interact, thus urging researchers and marketers to look for new perspectives of management within this area. READ MORE

  3. 22. Communicating for Sustainable Consumption: Lessons from consumer-focused sustainability marketing in the food-product sector

    University essay from Lunds universitet/Internationella miljöinstitutet

    Author : Rowan Katherine Drury; [2021]
    Keywords : Sustainability; environment; communication; marketing; behavioural change; sustainability communications; Earth and Environmental Sciences;

    Abstract : There is a growing demand from policy makers for businesses to help close the consumer intention-action gap for sustainable product choice and strengthen the green economy. Moreover, there is increased interest from consumers in brands that are transparent about their environmental impact. READ MORE

  4. 23. Ambiguous environmental advertising : how brand advertising and consumers frame Rügenwalder Mühle’s products

    University essay from SLU/Dept. of Urban and Rural Development

    Author : Klara Pietsch; [2021]
    Keywords : environmental advertising; Rügenwalder Mühle; ambiguous advertising; sustainability framing; product framing; strategic ambiguity;

    Abstract : Along with current societal developments and trends, businesses which are not originally engaged in sustainability may be inclined to reorient themselves towards more environmental practices. It is crucial for corporations to understand how to integrate sustainability into a revenue-driven business, and how to communicate this to their customers. READ MORE

  5. 24. Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Rebecca Arfwedson; [2021]
    Keywords : Environmental brand activism; consumer hashtag activism; Instagram; social semiotics; self-branding; networked branding; consumer engagement; Social Sciences;

    Abstract : Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). READ MORE

  6. 25. Exploring Fast Fashion renting and its influence on Brand Equity - A comparative study between Sweden and Russia

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Vladislav Galkin; Christopher Kewenter; [2021]
    Keywords : Fast fashion; Sustainable consumption; Collaborative consumption; Renting; Brand Equity; Business and Economics;

    Abstract : Abstract Keywords: Fast fashion, Sustainable consumption, Collaborative consumption, Renting, Brand Equity. Purpose of the thesis: This thesis aims to discover changes in Millennials' Brand perceptions towards renting in Fast fashion, having a cultural comparison perspective between Russia and Sweden. READ MORE