Essays about: "marketing BRAND research thesis"

Showing result 1 - 5 of 331 essays containing the words marketing BRAND research thesis.

1. 1. Men’s perceptions of endorsers : A qualitative study on how brand love affects men when being exposed to influencer marketing versus celebrity endorsement

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

   Author : Elin Nome; Alicia Lindahl; Olivia Jonsson; [2023]
   Keywords : Brand Love; Influencer Marketing; Social Media Influencer SMI ; Celebrity Endorsement; Endorsers; Men; Source Credibility;

   Abstract : Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. READ MORE

3. 2. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felix Ellqvist; Niklas Kjellander; [2023]
   Keywords : Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

   Abstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE

4. 3. Gillette ‘We believe: the best men can be’ – the advertisement that shaved itself off the market.

   University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

   Author : Merel Cheng; Lisa Frommann; [2023]
   Keywords : Gillette; advertising; advertisement; marketing; brand; gender; masculinity; backlash;

   Abstract : Background:  The 2019 Gillette advertisement ‘We believe: the best men can be’ was released when the #MeToo movement was gaining momentum. The commercial addressed conventional ideas of masculinity and received a lot of public criticism for its message. READ MORE

5. 4. Multi-Channel Sentiment Analysis in Swedish as Basis for Marketing Decisions

   University essay from Stockholms universitet/Institutionen för data- och systemvetenskap

   Author : Malin Uhlander; [2023]
   Keywords : omni-channel marketing; sentiment analysis; Swedish; natural language processing; opinion mining;

   Abstract : In today’s world, it is not enough for companies to consider any one social media channel in isolation. Instead, they must provide their customers with a unified experience across channels and consider interdependencies between channels. READ MORE

6. 5. Meme marketing’s effect on brand recall and sharing intention

   University essay from Karlstads universitet/Handelshögskolan (from 2013)

   Author : William Fryklund; Erik Stenlund; [2023]
   Keywords : Meme marketing; brand recall; sharing intention;

   Abstract : Memes are a popular phenomenon in internet culture, despite this fact, meme marketing has not received a lot of attention within the field of marketing research. Therefore, this thesis studies the effect meme marketing has on brand recall and sharing intention using a meme template with an unknown brand. READ MORE