Essays about: "online brand equity"

Showing result 16 - 20 of 40 essays containing the words online brand equity.

1. 16. Brand image in the Sharing Economy : An exploratory study of how to achieve positive customer perceptions in the sharing economy

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Jacob Johansson; Oscar Folkesson; Jacob Henningsson; [2018]
   Keywords : Brand image; Brand equity; Brand management; Marketing; Sharing economy; Collaborative consumption;

   Abstract : Abstract Background: Most of existing literature in the field of sharing economy has focused on aspects of sustainability and business model structure. Research on brand image in the sharing economy has up until today not been an area of investigation. READ MORE

3. 17. The Relationship Between Brand Related UGC and CBBE : An Internet Meme Experiment

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Joseph Hallgren; Kristján Sigurbjörnsson; Twan Black Jr.; [2018]
   Keywords : Internet Meme; Brand Equity; CBBE; User Generated Content; UGC; Experiment;

   Abstract : Background: The modern day era of the Internet gave birth to the growing phenomenon of Internet memes (IM), a type of online user generated content (UGC) (Gangadharbatla, 2008). Now marketers have begun researching the relationship between UGC and consumer based brand equity (CBBE) (Christodoulides et.al, 2012; Rachna and Khajuria, 2017). READ MORE

4. 18. Co-creating Your Own Luck - A Quantitative Study of Non-participating Consumers' Responses to Communicated Consumer Co-creation in New Product Development

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Jennie Padron Benitez; Sara Sahlquist; [2018]
   Keywords : consumer co-creation; new product development; customer-based brand equity; non-participating consumer responses; virtual customer integration;

   Abstract : Consumers are deemed to be the most important external source used in innovation processes. Recently, the interest in consumer involvement in new product development has increased, both in practice and within research. READ MORE

5. 19. Maybe Influencers Are Not Worth The Hype : An explanatory study on influencers’ characteristics with perceived quality and brand loyalty

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Lovisa Gunnarsson; Anna Folkestad; Alena Postnikova; [2018]
   Keywords : Influencer marketing; influencer; influencers’ characteristics; trustworthiness of an influencer; relatability of an influencer; authenticity of an influencer; brand equity; perceived quality; brand loyalty; social media;

   Abstract : Background: The goal for brand building is to build for the long-term profitability and strengthening of brand equity. A way to build brand equity is to implement social media marketing, where so-called influencer marketing can be used. READ MORE

6. 20. Green Marketing - The impact on consumer-based brand equity : a quantitative study among the Swedish Generation Y in the fashion clothing industry

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Danial Ahmad; David Magariños; [2017]
   Keywords : Green marketing-mix; Consumer-based brand equity; Attitude-behaviour gap; Generation Y;

   Abstract : Introduction: Recent trends have shown a steady growth regarding environmental concerns along with the pro-environmental attitudes among the consumers, yet a contradicting behaviour is observed in the purchase of environmentally friendly products, giving birth to the phenomena of attitude-behaviour gap. A fair amount of researchers have studied this attitude-behaviour gap over the recent years, investigating this very inconsistency in order to present a solution. READ MORE