Essays about: "customer-brand relationships"

Showing result 1 - 5 of 9 essays containing the words customer-brand relationships.

  1. 1. The AR-t of Marketing : Understanding Customers' Hedonic and Utilitarian Expectations and its Fulfilment in Augmented Reality Marketing

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Philip Kaburek; Viktor Segerqvist; [2023]
    Keywords : Augmented Reality; Augmented Reality Marketing; Customer Expectation; Customer Experience; Utilitarian Benefits; Hedonic Benefits;

    Abstract : Background:  The prevalence of augmented reality (AR) is on an upward trend and is expected to accelerate in growth in the upcoming years. This poses a strategic opportunity for marketers as it paves the way for incorporating AR into their marketing activities. READ MORE

  3. 2. LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Cilla Palmroos; Samuel Bengtsson; [2021]
    Keywords : Brand Gender; Brand Love; Gender Congruence; Snus;

    Abstract : Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. READ MORE

  4. 3. What is the role of pop-up stores in a multichannel environment?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Konstantinos Georgiou; Emmanouil Pyrgarousis; [2021]
    Keywords : Multichannel; Pop-up stores; customer experience; retail; customer-brand relationships; Business and Economics;

    Abstract : Title: What is the role of pop-up stores in a multichannel environment? A study on understanding how pop-up stores affect the experience that customers receive and the relationship they share with retail brands. Supervisor: Ulf Elg Examiner: Ulf Johansson Thesis purpose: The present study aims to investigate the role of the pop-up stores of retailers on the customer experience in a multichannel environment and how this addition can affect the existing relationships between the customers and the retail brands who operate this type of retail stores. READ MORE

  5. 4. Concretizing and legitimizing brand equity as a strategic investment : A qualitative study in the Swedish retail industry

    University essay from Umeå universitet/Företagsekonomi

    Author : Emil Arljung; Axel Eklund; [2020]
    Keywords : brand equity; shareholder value; retail;

    Abstract : The retail industry has seen an immense increase in competition. Brands are becoming more similar, which makes it essential for firms to differentiate themselves against their competitors. The brand is considered the company's biggest intangible asset, possessing an array of different values for the company. READ MORE

  6. 5. Private Entrepreneur Personal Branding : Brand Creation and Customer Brand Engagement

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

    Author : Aleksi Ojala; Edward Taifa Defuro; [2020]
    Keywords : Private Branding; Customer Engagement; Brand Engagement; Entrepreneur Branding; Private Entrepreneurs;

    Abstract : The aim of this study is to investigate how self-employed entrepreneurs create and manage their brands and how the entrepreneurs engage customers to their brands in online and offline contexts. Furthermore, the viewpoints of entrepreneurs towards branding will be explored To answer the research question, a qualitative, multiple case study was conducted. READ MORE