Essays about: "customer-based brand equity"

Showing result 11 - 15 of 48 essays containing the words customer-based brand equity.

  1. 11. Staying competitive with the help of social proof - A quantitative study on the strength of different social proof tactics in an online context and the moderating effect of brand equity

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Marcus Hagström; Teo Bodin; [2021]
    Keywords : social proof; e-commerce; popularity information; customer reviews; brand equity;

    Abstract : The recent growth in global e-commerce sales caused by the Coronavirus pandemic has created cause for retail brands to re-evaluate the employed social influence tactics on their online product pages in an effort to remain competitive. Two tactics which are commonly used on these online product pages are popularity information statistics and customer reviews. READ MORE

  3. 12. Enhancing Fast Fashion Brands Through Environmentally Sustainable Efforts : An explorative study on Generation Z’s perceptions towards circular economy initiatives and its impact on Customer-Based Brand Equity

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Linnéa Blomberg; Julia Furman; [2021]
    Keywords : Circular Economy; Brand Equity; CBBE model; Fast Fashion; Generation Z;

    Abstract : Purpose – The purpose of this study is to explore how environmentally sustainable efforts, in terms of circular economy (CE) initiatives, are affecting the customer-based brand equity (CBBE) of fast fashion brands. By considering the attitudes of Generation Z, fashion companies can build brands that respond to the environmental requirements of future decision-makers. READ MORE

  4. 13. High versus Low: The Effect of AURs and Brand Equity in Live Stream Shopping

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Emma Andersson; Sarangua Tsogtoo; [2021]
    Keywords : Live stream shopping; Aggregate User Representations; Customer-based brand equity; Source credibility; Purchase intention;

    Abstract : Live Stream shopping is a rising phenomenon expected to transform retail worldwide. Despite the eminent need for practitioners to understand the best case use of live stream shopping, the subject is scarcely explored in academic research. READ MORE

  5. 14. The rise of the FMCG flagship stores, a qualitative study exploring the phenomenon of FMCG flagship stores

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Olle Stenbäck; Albin Waldeck; [2021]
    Keywords : FMCG; Flagship stores; brand experience; consumer-brand relationship; customer-based brand equity; Business and Economics;

    Abstract : Thesis Purpose: The purpose of this study is to explore and develop an understanding of the rather unexplored phenomenon of using flagship stores in the FMCG industry. We want to explore what an FMCG flagship store is to understand why it is used in the context of strategic brand management. READ MORE

  6. 15. The unexplored power of buzz in the video game industry

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Oskar Hammarsten; Sofie Hägerbrand; [2020]
    Keywords : Buzz; hype; anticipation; marketing; video game; customer-based brand equity; CBBE; pre-release consumer buzz; PRCB; expectations;

    Abstract : Background: The global video game industry is today bigger than both the film- and music industry and is subject to a lot of competition. Companies are always looking for alternative ways to reach consumers and buzz is identified as a crucial success factor by many scholars. READ MORE