Essays about: "consumer-brand identification"

Found 5 essays containing the words consumer-brand identification.

  1. 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 School

    Author : Sofia Granberg; Julia Löfblad; [2023-07-03]
    Keywords : Twitter; podcast; e-zine; social media usage; football; fandom; brands; involvement; team identification; attitudinal loyalty; behavioral loyalty;

    Abstract : 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

  3. 2. Sustainability Sells : Appeals driving Consumer Engagement of Green Skincare Brands

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Sarah Fraß; Luana Walter; [2021]
    Keywords : Appeals; Consumer Engagement; Consumer Brand Engagement; Green Skincare; Sustainability; Instagram;

    Abstract : 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

  4. 3. Is Fashion for the People, loved by all the People?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Alexandra Brüchert; Nsunge Kaniki; [2021]
    Keywords : Inclusion; Purchase Intention; Inclusive Fashion; Attitude; Generation Y; Business and Economics;

    Abstract : Thesis purpose: The purpose is to enhance the understanding of the influence inclusion has on Generation Y consumers when utilised in fashion brands. By isolating two areas of interest namely marginalised gender and size, we aim to provide insight into their effects on the attitude and purchase intention. READ MORE

  5. 4. Social Media Influencers as Human Brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Liina-Lotta Latvala; Lauren Mocol; [2019]
    Keywords : Brand personality; consumer-brand identification; brand trust; human brands; influencer marketing; Business and Economics;

    Abstract : Thesis Purpose: The purpose of this study is to quantitatively examine the effect of influencer brand personality in the US on follower-influencer identification and influencer trust, as a way for influencers as human brands to strengthen follower influencer relationships. Methodology: Quantitative methods were applied in this research. READ MORE

  6. 5. The break-up: Why consumers end their love relationships with brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Yassamin Amirghassemi; Julia Lövgren; [2015]
    Keywords : Consumer-brand relationships; Brand love; Dissolution; Identity; Termination; Self-extension.; Business and Economics;

    Abstract : Purpose: Consumers are forming deep love relationships with brands to a degree that involves the incorporation of the brand’s symbolic attributes to their own self-concept. However, though deep, these bonds are not indestructible. READ MORE