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Showing result 1 - 5 of 21 essays matching the above criteria.

  1. 1. Brand equity in the Twitch streamers market : A quantitative study of David Aaker’s brand equity model.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Author : Andreea Anchidin; Sofia Bigert; [2023]
    Keywords : Brand Equity; Brand Loyalty; Brand Awareness; Brand Associations; Perceived Quality Streamers; Influencers;

    Abstract : Purpose: This research aims to test the application of a customer-based brand equity model, based on Aaker´s well-known conceptual framework of brand equity in the context of streamers.  Design/Methodology- This research has used multiple linear regression to test the relationship between brand equity and brand loyalty, brand awareness, brand associations as well as perceived quality. READ MORE

  3. 2. Impact of Customer Satisfaction and Trust in the Context of a Business Ecosystem on Customer Retention in Online Retailers.

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Lily Rutström; [2022]
    Keywords : Customer loyalty; Customer retention; Trust; Customer satisfaction; Online retailer; Business ecosystem; Online customer experience; Perceived value; E-service quality; Amazon;

    Abstract : Customer retention also referred to as Customer loyalty has been proven to be an important factor in the success of online retailers. However, recent research has shown that many online retailers are still unenlightened on the elements they need to focus on in order to retain their customers. READ MORE

  4. 3. Why visit the arena? A quantitative study of Swedish consumers' intentions to attend the arena to watch football in Allsvenskan

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Beatrice Lantz; Vilma Pettersson; [2022]
    Keywords : Intentions; Sports marketing; Team identification; Fan loyalty; Sports attendance;

    Abstract : To succeed as a sports organization the ability to draw spectators to the arena is vital. This thesis takes a closer look at Swedish football fans and investigates which factors that affect their intention to attend the arena to watch a football game in Allsvenskan. READ MORE

  5. 4. The effect of social media marketing activities on brand image and brand loyalty : A quantitative study within the sportswear industry

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Frida Johansson; Miranda Hiltula; [2021]
    Keywords : Customer Based Brand Equity; Social Media Marketing Activities; Brand Image; Brand Loyalty;

    Abstract : Purpose: The purpose of this thesis is to gain further understanding of how social mediamarketing activities can affect a firm's brand loyalty and brand image. The study was conductedwithin the sportswear industry. READ MORE

  6. 5. Conceptualization of service loyalty in access-based services in micromobility : A case of e-scooter sharing services

    University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

    Author : Aleko Ivaylov Popov; Yashaswini Ravi; [2020]
    Keywords : Service loyalty; Access-based services; E-scooter sharing services; Ownership advantage; Mediating constructs; Customer satisfaction; Service Quality; Affective commitment; Relative advantage; Service image; Percieved price;

    Abstract : Background: Provide insights on the potential drivers of service loyalty in access-based services, especially when the consumers have the option to switch between owning a product or accessing a product through a service. By examining service loyalty in access-based services in the context of e-scooter sharing services, the researchers contribute to the service research field. READ MORE