Essays about: "consumer’s perception of brand equity"
Showing result 1 - 5 of 23 essays containing the words consumer’s perception of brand equity.
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1. 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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2. The role of customer-based brand equity in the direct-to-consumer business model
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. READ MORE
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3. Counterfeit products affect on brand equity: A case study on how counterfeit products affect a luxury brand’s brand equity
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this paper is to investigate how counterfeit products affect a brand’s brand equity with the help from a consumer perspective. Research question: What is the consumer’s perception of counterfeit products? How and why does the consumer’s perception of counterfeit products affect a brand’s brand equity? Methodology: This research paper was based on quantitative research, literature review and three case studies. READ MORE
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4. A Bland New Way To Imitate? A Qualitative Study Exploring the Phenomena of Blands Through Consumers' Perceptions
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The purpose of this thesis is to explore the phenomenon of blands – A rise of brands that potentially adhere to a similar blueprint while claiming to be disruptive, unique and extraordinary. Moreover, this thesis aims to create an understanding of how consumers perceive blands as well as well as how value is created. READ MORE
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5. The Power of a Sports Consumer’s Perception of Sponsoring Brands : A Study of Sports Fans’ Behavior Towards Sponsorships
University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhetAbstract : Den internationella marknaden inom sport har de senaste åren vuxit kraftigt. Det har bidragit till att supportrar finns i olika delar av världen med en personlig bakgrund som skiljer sig från person till person, vilket påverkar deras uppfattning. READ MORE
