Essays about: "perception of brands"
Showing result 1 - 5 of 190 essays containing the words perception of brands.
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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)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
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2. The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title: The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories Date of the Seminar: 2nd June 2023 Course: BUSN39 – Degree in Global Marketing – Master Lever Authors: Camille Buob and Sebastian Franzén Supervisor: Burak Tunca Keywords: Product Category, Brand Type, Private Labels, National Brands, Consumer Perceptions Thesis Purpose: The aims of the thesis were (1) to investigate the effect of product categories on the perceptions of relative price, quality, risk, and value and (2) to test a moderation effect of brand types (Private Label or National Brand) on the relationships between the product category and the different perceptions. Methodology: A study was conducted with four different products that were representative of two different product categories - food and household, and within each product category different types of brands were selected - private label and national brand. READ MORE
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3. The role of customer-based brand equity in the direct-to-consumer business model
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. READ MORE
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4. Beyond the Target Market : Investigating the Impact of Brand Activism on Brand Authenticity and Attitude in Non-Targeted Markets
University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälleAbstract : Nowadays, people around the world are connected through social networks. This hyperconnectivity implies that companies need to think about the perceptions and opinions of consumers who were not directly targeted by a campaign. READ MORE
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5. A study on consumer perception of clothes repair and opportunities for brand intervention
University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomiAbstract : Repairing is one of the alternative business alternatives at the end-of-life phase of clothing, that is seen to be a potential solution for the biggest challenge that the fashion industry faces today - waste. The purpose of this research is to extend our collective understanding of consumers’ value in clothes that lead to their willingness to keep a garment in use for longer. READ MORE