Essays about: "rise of brands"

Showing result 21 - 25 of 40 essays containing the words rise of brands.

1. 21. Social Neworking Sites’ influence on purchase intentions : Qualitative study on their holistic influence on the users

   University essay from Umeå universitet/Företagsekonomi

   Author : Moritz Lang; [2018]
   Keywords : ;

   Abstract : This thesis treats the topic of how Social Networking Sites (SNS) influence the users’ purchase intentions. The topic is highly relevant as SNS receive more and more attention from brands which try to take advantage of the recent growth of the platforms and their ever-increasing popularity among people all around the world. READ MORE

3. 22. Why Brands Still Cause Trouble : Revisiting Holt's dialectical theory of consumer culture and branding

   University essay from

   Author : Luis Grau; Andrei Vanetski; [2018]
   Keywords : brands; consumers; consumer culture; instagram; influencers; marketing; micro-celebrity; endorsement; Bourdieu s habitus; lacan s discourse;

   Abstract : The rise of social media in general and Instagram in particular has enabled a new type of celebrities, called micro-celebrities, that nowadays are being increasingly used by companies to endorse their products or establish their brands. While celebrity endorsement as a type of stealth branding together with some other marketing techniques characteristic of postmodernism were predicted to be unveiled and scorned by consumers (Holt, 2002), there are signs that through the practices of micro-celebrities, the language and logic of marketing have become even more ubiquitous in our contemporary social life (Khamis et al. READ MORE

4. 23. Volkswagen V-Trek : The Rise of Mental Transportation

   University essay from Umeå universitet/Designhögskolan vid Umeå universitet

   Author : Antti Laukkanen; [2018]
   Keywords : Future Transportation Service Interior Design;

   Abstract : I started this project with a mindset that I want to design something for younger generations living in the future megacities. After a while, trying to figure out their urban mobility needs, I came to this conclusion: Already today we have so many different options for urban com- muting as well as several different car sharing services. READ MORE

5. 24. Employer Branding amongst Millennials in the Hospitality Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Elena-Sophie von Rheden; Linda Dosekova; [2018]
   Keywords : employer branding; dis identification; Millennials; hospitality; Business and Economics;

   Abstract : The purpose of this study is to reveal and enable a deeper understanding and provide a more refined view on the intersections of employer branding, and (dis)identification, through the empirical focus on Millennials, based in the hospitality context. This is investigated by asking two research questions: “how is the employer brand presented to Millennials in Hotels International?” and “how is the employer brand perceived by Millennials in Hotels international?” This has given rise to a new framework that explicitly distinguishes between brand (dis)identification and organizational (dis)identification, and which is our main contribution to academic and corporate practitioners. READ MORE

6. 25. The Effects of Brand-Context Congruence

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Weronika Bojanowicz; Johanna Hagberg; [2017]
   Keywords : customer-based brand equity; brand equity; digital marketing; brand-context congruence; brand image; targeted advertising; perceived quality; brand associations; brand esteem; brand acceptability; overall attitude; symbolic brand; functional brand; Business and Economics;

   Abstract : The purpose of this study is to examine if brand-context congruence has an effect on customer-based brand equity and whether brand image impacts this relationship. The relationship between an ad and the surrounding context, so called context congruence, has gained a lot of attention. READ MORE