Essays about: "lifestyle brand"
Showing result 1 - 5 of 42 essays containing the words lifestyle brand.
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1. Digital Transformation in the Fast Fashion Industry: How do Consumers Perceive Phygital Retail?
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The fashion industry has witnessed significant digital transformation, leading to the emergence of phygital retail that seamlessly integrates physical and digital experiences. This study explores the impact of phygital store design on customer-based brand equity in the fast fashion sector, focusing on the drivers and barriers that shape customer perceptions of phygital retail. READ MORE
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2. Industry Brands and Enchantment: How Disenchantment of the Mental Health App Industry Brand Influences Companies Within the Industry
University essay from Göteborgs universitet/Graduate SchoolAbstract : Enchantment is at the heart of most marketing and branding operations, therefore, there is reason to believe it is part of the broader picture of the more unexplored concept of industry brands. To study how enchantment discourses of industry brands influence companies, we employ the rich context of an industry brand that has received mixed reviews in terms of its ability to appeal to consumers, namely mental health apps. READ MORE
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3. Applying the Theory of Planned Behaviour to Predict the Consumption of Meat Analogues
University essay from Göteborgs universitet/Graduate SchoolAbstract : The increasing trend to consciously reduce meat consumption is accompanied by a strong growth in the supply and demand of meat analogue products. This study aims to predict the consumer intention to consume plant-based meat analogues based on an extension of Ajzen’s (1991) theory of planned behaviour (TPB) with the four factors: perceived sensory attributes, brand trust, food curiosity, and socio-demographic characteristics and lifestyle determinants. READ MORE
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4. “Tis the season to be vegan” : Discursive identity formations and the discursive construction of veganism in the communication event #veganuary
University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)Abstract : Offering contemporary insights into movement activities, this study explores the discursive identity formations and discursive constructions of veganism in the communication event #veganuary on Twitter. In a tentative attempt to understand #veganuary as a site of discursive and socio-cultural change, this study seeks to answer the research questions: (1) “What discursive identity formations take part in the semantic battle for the meaning of veganism in the communication event #veganuary on Twitter?”, (2) “How is veganism discursively constructed in the communication event #veganuary on Twitter?”, and (3) “How can we understand #veganuary on Twitter as a site of discursive and socio-cultural change?”. READ MORE
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5. Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). READ MORE
