Essays about: "consumer brand identification"
Showing result 1 - 5 of 22 essays containing the words consumer brand identification.
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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. Real or Fake? The Thin Line Between Consumers’ Perceived Brand Authenticity and Scepticism
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The aim of this study is to gain a nuanced understanding of consumers’ perceived authenticity of incumbent and challenger brands in the cosmetics industry. To examine the phenomenon, four brands from two different sectors within the cosmetics industry are investigated. READ MORE
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3. Supporting the Cause: How Can Football Supporters Engage with a Club's Brand Extensions
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title: Supporting the Cause: How Can Football Supporters Engage with a Club’s Brand Extensions Seminar Date: June 4th, 2020 Course: BUSN39: Degree Project in Global Marketing Authors: Peter Moane and Alessandro Solmi Supervisor: Ekaterini Drosou Thesis Purpose: This research aims at understanding what English supporters of football teams with a small fan base deem important in order to buy, engage or interact with the brand extensions put in place by their favourite club, thereby contributing to the club’s revenue. Methodology: The thesis adopts a relativist ontology and a social-constructionist epistemology, which induced authors to choose a qualitative method and an abductive approach. READ MORE
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4. How did the simple leather wallet end up as an activist tool for change? A qualitative study of young Swedish consumers boycott and buycott behavior of food and drink brands
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: This thesis aims to discover young Swedish consumers' boycott and buycott behavior of food and drink brands by understanding their decisions and participation in these practices. Methodology: This study is built upon a qualitative research design and adopts an abductive approach. READ MORE
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5. Sustainability Sells : Appeals driving Consumer Engagement of Green Skincare Brands
University essay from Jönköping University/IHH, FöretagsekonomiAbstract : Background: Sustainability within the skincare industry is an important theme in marketing research. Sustainability sells, but it is necessary to understand how brands can drive consumer engagement on Instagram by using certain appeals. READ MORE
