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Showing result 6 - 9 of 9 essays matching the above criteria.

  1. 6. Value co-creation and Industry 4.0 : A comparative cross-case study of luxury vs. fast-fashion brands

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Dumitru Lopusneac; [2020]
    Keywords : co-creation; industry 4.0; fashion; luxury; fast-fashion;

    Abstract : Consumers have changed their behaviour from passive roles to active ones, demanding their beloved brands to be integrated into long-lasting customer-brand relationships. With this ideology, which is the basis for the S-D logic, there is an on-going scientific debate on the value co-creation phenomenon and its effects on sustaining long-term brand-customer relationships in the context of the fashion industry. READ MORE

  3. 7. We Would Love to Meet You! : A study about the impact of event marketing on customer-brand relationships

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

    Author : Nikki Wanderoy Göransson; Maria E Kibtia; [2018]
    Keywords : Relationship marketing; event marketing; customers; brands; customer-brand relationships; events; emotional; affective; cognitive; Relationsmarknadsföring; eventmarknadsföring; kunder; varumärke; varumärke-kund relationer; event; affektiv; kognitiv;

    Abstract : Research questions: How can event marketing be studied as a part of relationship marketing?How can event marketing be used to strengthen customer-brand relationships? Purpose: The purpose of this thesis is to study event marketing as a part of relationship marketing, by analysing the elements of trust, commitment, brand involvement, brand emotions, brand attitudes and customer value. Method: This research was conducted using a quantitative research method, where the primary data was collected via an online-survey distributed to visitors at Chokladgästabudet at Waxholms Hotel and GastroNord, two food-related events. READ MORE

  4. 8. Making the relationship mobile: an exploratory study of the impact of mobile marketing on the customer-brand relationship

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lea Henrike Engling; Andreea Dinca; [2012]
    Keywords : Mobile Marketing; Customer-Brand Relationship; Mobile Communication; Branded Apps; Business and Economics;

    Abstract : The purpose of this thesis is to increase the understanding of how mobile marketing, in particular branded apps, impacts the customer-brand relationship. To gain a holistic comprehension of the phenomenon, the relationship is looked at from both the brand’s and the customer’s viewpoint. READ MORE

  5. 9. Purchasing Intentions of Young Thai Male towards Men‟s Skin Care Products

    University essay from Akademin för hållbar samhälls- och teknikutveckling

    Author : Tipaporn Bumrungkitjareon; Suveera Tanasansopin; [2011]
    Keywords : Brand equity; Brand preference; Purchase intention; Men s skin care OR cosmetic product; Consumer behavior and male; Thailand;

    Abstract : Title: Purchasing Intentions of Young Thai Male towards Men's Skin Care Products Problem: Men concern more about their image than ever before. This behavior is becoming a new trend in cosmetic market. Moreover, Thailand is one of the fast growing cosmetics industry, particularly male skin care market within countries in Asia-Pacific region. READ MORE