Essays about: "brands and change"

Showing result 6 - 10 of 129 essays containing the words brands and change.

1. 6. Sharing is Caring: A qualitative study on the impact of Netflix’s latest policy change on brand promise, brand loyalty, and consumer-brand relationships

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Beatrice Lidia Rosa Allievi; Mariagloria Martino; [2023]
   Keywords : Service brands; Brand promise; Brand loyalty; Consumer-brand relationship; Negative emotions; Netflix; Streaming platforms; OTTs; Business and Economics;

   Abstract : The purpose of this study is to investigate the consequences of Netflix’s latest policy change on consumers’ perceptions of the brand promise and on their willingness to continue using the service. Furthermore, we aim to explore the negative emotions that arose in response to the policy change... READ MORE

3. 7. Shaping Tomorrow’s Sustainability: Unraveling Gen Z’s Decision-Making Journey for Sustainable Consumption

   University essay from Malmö universitet/Institutionen för Urbana Studier (US)

   Author : Alexandra Coughlin; Elena Dorner; [2023]
   Keywords : Generation Z; sustainable decision-making; sustainable consumption; sustainable marketing; green intention-behavior gap;

   Abstract : The largest generation on earth, Generation Z, holds substantial market power. They were born onto a planet that is overheating, in a society characterized by high growth and technological advancements at an accelerated speed, and are inheriting substantial sustainability, socio-economic, and climate change challenges. READ MORE

4. 8. Strategies and Crisis Management Concerning the Cancel Culture in Influencer Marketing : A qualitative study on how influencers strategically prevents and tackles the phenomena cancel culture, along with the source for cancellation

   University essay from Jönköping University

   Author : Rebecka Danielson; Emilia Eriksson; Hanna Schongin; [2023]
   Keywords : Influencers; Cancel; Culture; Strategies; Crisis Management; Social Media;

   Abstract : Abstract  Background: Circumstances deemed immoral conduct within the influencer marketing industry provoke eloquent sentiments and originated the phenomenon referred to as cancel culture. In spite of the industry's expansion and influencer marketing growth in revenue, there is presently a scarcity of academic research on influencer strategies that manage the cancel culture within social media. READ MORE

5. 9. Millennials Transforming the Luxury Fashion Industry: An exploratory research about enabling a multidirectional service encounter online

   University essay from Göteborgs universitet/Graduate School

   Author : Agnes Ahlman; Elin Jansson; [2022-08-04]
   Keywords : Luxury; The Luxury Consumer; Millennials; Unidirectional factor; Multidirectional factors;

   Abstract : There is a growing apparent conflict within the luxury fashion industry in regards to the service encounter. This as luxury fashion brands are reluctant to digital change in their service practices while there is a growing expectation among the ‘new’ luxury consumer of millennials for brands to adapt to more interactive and digital practices. READ MORE

6. 10. Entrepreneurial Success Factors for Next-gen Startups Challenging the Traditional Food Industry - A Qualitative Study of New Ventures within the Growing Food Tech Sector

   University essay from Göteborgs universitet/Graduate School

   Author : Jennifer Gilchrist; Lovisa Malmberg; [2022-07-15]
   Keywords : food tech; next-gen food and beverage; new venture success; entrepreneurial success factors; survival; growth; plant-based alternatives;

   Abstract : Times are changing. The food industry is expected to experience a total revolution of the current status through the emergence of new business models, new value chains and food products, putting emphasis on sustainability and health. READ MORE