Advanced search
Showing result 1 - 5 of 123 essays matching the above criteria.
-
1. Understanding the Dynamics of Brand Loyalty in National team sports - A Qualitative study of brand management within professional team sports”
University essay from Göteborgs universitet/Graduate SchoolAbstract : In previous research there has been acknowledgement about the importance of Brand loyalty in sports, where the brand experience can function as a tool to create loyalty among fans. Brand communities have proven to have positive effects on customer satisfaction and brand loyalty in sports. READ MORE
-
2. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement
University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)Abstract : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. READ MORE
-
3. Influencer Endorsements of E-Cigarette Brands on Instagram : A study of Gen Z perception of influencers endorsing e- cigarette brands on Instagram
University essay from Jönköping University/Internationella HandelshögskolanAbstract : The widespread use of social media platforms and the emergence of influencer marketing have revolutionized brand-consumer interactions, particularly among the younger demographic. In line with this trend, the influence of e-cigarette influencers on Generation Z (Gen Z) has become a prominent area of research. READ MORE
-
4. Sustainability and Customer Values as Part of Strategic Marketing : A Focus Group Study Exploring What Customers Value in a Sustainable FMCG Product
University essay from KTH/Skolan för industriell teknik och management (ITM)Abstract : This is a focus group study to explore the marketing process for a start-up company about to develop and launch a sustainable razor. In this process, understanding what the customers value in a sustainable product for daily use, such as razors, and how to apply this in the marketing process is of great importance. READ MORE
-
5. Silent Followers! : A Qualitative Study on the Factors Behind Low Comment Engagement Among Luxury Brand Followers on Instagram
University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)Abstract : This research explores the reasons why followers of luxury brand Instagram accounts engage less frequently through commenting despite having a large number of followers. The study addresses the research question: "Why do Instagram followers of the luxury brand engage less through comments despite having a large number of followers?". READ MORE