Essays about: "consumer loyalty."

Showing result 16 - 20 of 207 essays containing the words consumer loyalty..

1. 16. Investigating Millennials perception of chatbot and their purchase intention in fashion industry. : A quantitative study about the influence of Chatbots on purchase intention among millennials.

   University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Author : Nikita Jain; Priscilla Owusu-Ansah; [2023]
   Keywords : Millennials; Artificial Intelligence Chatbots; Consumer purchase intention.;

   Abstract : This research study aims to investigate the perceptions of millennials towards Chatbot and their purchase intentions in the fashion industry. The study explored how chatbots are perceived by millennials, and how these perceptions influence their purchase intentions. To achieve this, the study used a quantitative approach. READ MORE

3. 17. Turning Consumers into Supporters: Understanding Loyalty Through Football Teams

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Tim Kämpe; Axel Paulsson; Marcus Sjöberg; [2023]
   Keywords : Brand loyalty; Brand community; Brand heritage; Brand identity; Brand internalisation; Sports branding; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to examine the fans’ perspective of sport team loyalty and the reasons why brand loyalty is extremely high within sports. Methodology: This paper uses a qualitative research method with both primary data and secondary data. READ MORE

4. 18. 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

5. 19. Brand value co-creation within e-sport industry : A study on Generation Z’s brand relationship quality in brand value co-creation in the Vietnamese e-sport industry

   University essay from

   Author : Chau Le; Nhan Chau; [2023]
   Keywords : Brand value co-creation; brand relationship quality; e-sport industry; Stimuli-Organism-Response framework;

   Abstract : Brand value co-creation is an essential theme in Marketing research. The research aims to investigate the degree to which brand relationship quality on social media influences Generation Z’s motivation to co-create by applying the Stimulus-Organism-Response framework. READ MORE

6. 20. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Roosa Maria Viloma; Katharina Nadine Junge; [2023]
   Keywords : Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

   Abstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE