Essays about: "self-brand integration"

Found 2 essays containing the words self-brand integration.

  1. 1. Keeping Up With The Heritage : An exploration of consumers emotional connections to heritage luxury fashion brands on Instagram

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Nathana Kauffmann; Fiona Byrne; Edith Andersson; [2022]
    Keywords : Brand Love; Brand Heritage; Luxury Fashion; Emerging Consumers; Visual Methods;

    Abstract : Purpose The aim of this master’s thesis is to gain in-depth insight into the emotional connections of consumers to the brand heritage of luxury fashion brands. Another aim of the paper is to investigate how brand love is enriched by the communication of brand heritage dimensions on Instagram. READ MORE

  3. 2. The Pathways of Brand Love : Pathways to brand love out of a consumer perspective

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Nermin Osmanovic; [2020]
    Keywords : brand love; antecedents; pathways; self-brand integration; anthropomorphism;

    Abstract : AbstractBrand love has become an increasingly interesting area of research for academics and marketing practitioners alike, as it has shown to drive consumer behaviours such as brand loyalty, positive word-of-mouth and negative information resistance (Batra et al., 2012). READ MORE