Essays about: "literature review of Brand loyalty"

Showing result 1 - 5 of 22 essays containing the words literature review of Brand loyalty.

1. 1. Love is all you need - Defining the concept of love brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lisa Lindenmeyer; Franziska Seifried; Alma Varga; [2023]
   Keywords : brand love; brand-customer relationship; brand loyalty; love brands; Business and Economics;

   Abstract : Purpose: The term “love brand” has recently become a buzzword among marketing practitioners. Therefore, the purpose of this paper is to define this concept, its elements, and how customers express the love they feel towards their love brand(s) in order to create a shared understanding among practitioners and the academic world. READ MORE

3. 2. Analyzing the Effects of Brand Activism on Consumer Loyalty: Macro and Micro Perspective

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Nina Roques; [2023]
   Keywords : Brand activism; consumer perception; consumer behavior; consumer loyalty; communication; Russia-Ukraine conflict;

   Abstract : This study seeks to investigate, from both macro and micro perspectives, the effect of brand activism on consumer loyalty.  The macro perspective examines the general relationship between brand activism and consumer loyalty, whereas the micro perspective examines the specific context of companies' withdrawal from Russia as a form of brand activism. READ MORE

4. 3. Don't say the "S"word. The Impact of Buzzwords on Brand Trust.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lina Radilovic; August Strom; Salomé Morel Cavailhes; [2023]
   Keywords : Buzzword; sustainability; linguistics; brand image; brand trust; relationship management; brand loyalty.; Business and Economics;

   Abstract : Purpose: To investigate the impact of buzzwords on consumers' perceptions of marketing messages and their impact on brand trust. Design/methodology/approach: This paper adopts a qualitative and quantitative research method. READ MORE

5. 4. Turning Consumers into Supporters: Understanding Loyalty Through Football Teams

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Tim Kämpe; Axel Paulsson; Marcus Sjöberg; [2023]
   Keywords : Brand loyalty; Brand community; Brand heritage; Brand identity; Brand internalisation; Sports branding; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to examine the fans’ perspective of sport team loyalty and the reasons why brand loyalty is extremely high within sports. Methodology: This paper uses a qualitative research method with both primary data and secondary data. READ MORE

6. 5. Bridging the gap: An exploration into how NFTs can be used as a tool for brand management

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Diogo de Lima; Anete Katrina Kalnina; Sebastian Franzén; [2022]
   Keywords : NFTs; Brand Loyalty; Brand Awareness; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to explore the usage of NFT’s in branding through the introduction of a framework that explores the correlation between the practical benefits for the NFT user and Brand Awareness or Brand Loyalty for the Brand. Methodology: To fulfill the papers’ purpose we conducted a literature review and a qualitative study exploring four different cases; NBA, J. READ MORE