Essays about: "word-of-mouth"

Showing result 1 - 5 of 215 essays containing the word word-of-mouth.

  1. 1. Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle; Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Erica Wärme; Louise Olsson; [2020]
    Keywords : Influencer marketing; Online advertising; Attitudes; Influencers; Electronic word-of-mouth; Social media; Purchase intention;

    Abstract : Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. READ MORE

  2. 2. From Loyalty to Disloyalty : Exploring negative consumer-brand relationships in social media

    University essay from Jönköping University; Jönköping University

    Author : Nikolay Nikolov; Juan Pablo Gonzalez; [2020]
    Keywords : consumer; brand; consumer-brand relationships; brand loyalty; loyalty loop; brand hate; brand abandonment;

    Abstract : Brand loyalty has been studied extensively in consumer-brand relationship literature. However, the negative side of these relationships has not been studied to the same degree. This paper starts with Court et al. READ MORE

  3. 3. Negative Emotions toward a Celebrity Brand : A study on reasons, behavioral outcomes, and neutralization actions

    University essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Företagsekonomi

    Author : Corinna Dahmen; Madeleine Prüfer; [2020]
    Keywords : Celebrity Brand; Consumer-Brand-Relationships; Negative Emotions; Behavioral Outcomes; Neutralization Actions; Social Media;

    Abstract : Background: Social media changed the way of communication between brands and consumers and further enables people to become famous and create their own celebrity brand. Hence, celebrity brands are a new phenomenon, rarely studied by past research but becoming more important in the context of consumer-brand-relationships. READ MORE

  4. 4. “Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi; Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Pernilla Lerberg; Kajsa Nilsson; [2020]
    Keywords : Consumer attitudes; brand rivalry; public conflict; buzz marketing; brand; word-of-mouth;

    Abstract : For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. READ MORE

  5. 5. The shift from professionalism to commercialism in the auditing profession : “Everything in our society is commercialized”

    University essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Företagsekonomi

    Author : Liza Bruze; Weng-San Angie Lee; [2020]
    Keywords : Auditor’s perceptions; Marketing Activities; Professionalism; Commercialism;

    Abstract : Background: The auditing profession is in constant change and marketing activities such as advertising has gone from being prohibited to become a legal activity within the profession. The Swedish auditing profession has for a long time been protected by laws and regulations. READ MORE