Essays about: "consumer-based brand equity"
Showing result 1 - 5 of 24 essays containing the words consumer-based brand equity.
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1. How Influential Are They? An explorative study into the relationship between consumer-based brand equity and influencer endorsements.
University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)Abstract : Purpose: This paper aims to explore the relationship between an influencer’s endorsement of a brand and the subsequent brand’s equity within a consumer’s mind. Research Question: How will an influencer endorsement influence a consumer’s brand equity? Design, Methodology, and Approach: The authors of this paper used a qualitative approach, inductive structure. READ MORE
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2. How do fashion brands advertise sustainability? And does it really affect brand equity? : An empirical study on Adidas advertising on Instagram
University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhetAbstract : This paper examines how social- and environmental sustainability is advertised on Instagram and how it in turn affects consumer-based brand equity. Firstly, a latent content analysis was conducted on Adidas Instagram account, @adidas, to gain insights on how they use sustainability in their advertising through their Instagram posts. READ MORE
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3. Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement
University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknikAbstract : Date: 3 June Level: Master Thesis in Business Administration, 15 credits Institution: School of Business, Society and Engineering, Mälardalen University Authors: Paul Kato (95/03/11) and Henrik Aronsson (95/10/29) Title: Brand Activism, does it work? Tutor: Edward Gillmore Keywords: Brand activism, brand equity, social activism, attitudes, woke washing Research questions: a. How is the consumer-based brand equity affected by a company’s use of social activism in its marketing? b. READ MORE
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4. The impact of CSR on brand equity: the moderating role of consumer involvement in CSR
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : While pursuing profits, modern firms begin to undertake corporate social responsibility (CSR). Different ways for firms to implement CSR have diverse impacts on consumer-based brand equity that reflects the meaning of the brand in consumers’ minds and is of considerable significance to corporate marketing strategy. READ MORE
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5. Doing Well by Avoiding Bad : consumers' Perceptions of CSR and the Effect on Consumer-Based Brand Equity
University essay from Högskolan Kristianstad/Fakulteten för ekonomiAbstract : Problem Formulation: The clothing industry is characterised by fierce competition and booming growth. Since the start of the century, clothing consumption has increased tremendously. While consumers are demanding more clothes at cheaper prices, interest for sustainable sourced clothes is also on the rise, especially amongst the younger population. READ MORE
