Essays about: "loyalty marketing"

Showing result 21 - 25 of 265 essays containing the words loyalty marketing.

  1. 21. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Roosa Maria Viloma; Katharina Nadine Junge; [2023]
    Keywords : Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

    Abstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE

  3. 22. Do consumers assume that natural ingredients in skincare are more sustainable than synthetic ingredients? : A qualitative study on consumer behavior in regards to natural versus sustainable ingredients in skincare products

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

    Author : Zana Sekiraca; Erika Torell; Fjona Ljutviu; [2023]
    Keywords : Sustainability; consumer behavior; green marketing;

    Abstract : The demand for sustainability in the cosmetics industry has gained significant attention inrecent years due to the growing environmental concerns and increased consumer awareness. Consumers are increasingly considering the environmental impact of their purchasing decisions, leading to a shift in attitudes towards greener consumption and driving the concept of green marketing. READ MORE

  4. 23. Evaluating Brand Perception Regarding Sustainability through Digital Marketing

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Amber Javed; [2022]
    Keywords : digital marketing; social media; sustainability; climate change; online media; marketing campaign; fashion brands; brand management; consumer behaviour; brand loyalty; brand image; carbon footprints;

    Abstract : This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. READ MORE

  5. 24. Fan Community Activities That May Destroy Value

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Chandhni Jayakanth; Anesa Kuruzovic Subo; [2022]
    Keywords : Business and Economics;

    Abstract : Course: BUSN39 Degree Project in Global Marketing - Master Level Keywords: Brand Community, Branding, Brand Loyalty, Value Destruction, Fandom, Music Artists, EXO Purpose: The purpose of this study is to research brand communities and understand if certain brand community activities may contribute towards the destruction of value of the brand. Specifically, this thesis will focus on music artist brands, their fandom communities and how the fan activities and discourse may be destructive in nature for the value of the music artist’s brand. READ MORE

  6. 25. Examining the impact of social media influencer’s credibility dimensions on consumer behavior

    University essay from Högskolan i Gävle/Avdelningen för ekonomi

    Author : ANA HUSSAIN; ZAHID ALI; [2022]
    Keywords : Social media platforms; social media influencers; social media influencer marketing; trustworthiness; expertise; attractiveness; followers’ loyalty to the influencers; purchase intention; attitude toward the brand.;

    Abstract : Purpose: The study aims to explore the effects of social media influencers' credibilitydimensions (attractiveness, trustworthiness, and expertise) on consumer behavior (purchase intention and attitude towards the brand) while considering the followers' loyalty as the mediating variable in the fashion industry.Theoretical approach: The proposed conceptual model of the study is based on assumptions of source credibility theory and theoretical reasonings provided in the previous literature related to social media influencer marketing. READ MORE