Essays about: "consumer-brand relationships"
Showing result 1 - 5 of 25 essays containing the words consumer-brand relationships.
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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. 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 institutionenAbstract : 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
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3. AI marketing & brand relationships: A qualitative study about consumer-brand relationships, personalized marketing and the personalization-privacy paradox
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: to explore what influence consumer-brand relationships may have on consumers’ perceptions of personalized marketing and the personalization-privacy paradox. Methodology: to understand each of the respondents' different perceptions of the thesis’ purpose and research question, a relativist and social constructionist approach were applied. READ MORE
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4. The Odd Couple
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of this research is to explore the phenomenon of Unconventional Brand Collaborations from a consumer culture perspective and discover the factors that make them appealing to Gen Z. Hence, this study aims to give another perspective than the one given by previous literature on brand collaborations, which emphasizes the need for a high perceived fit between the parent brands. READ MORE
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5. Beauty and the Brand: A Study About Relationships Between Consumers and Cosmetic Brands
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Background: In today’s consumption society, there is an endless amount of cosmetic brands to choose from. Moreover, the global consumption of cosmetics continues to increase, both among male and female consumers, and new cosmetic brands are constantly entering the marketplace. READ MORE
