Sökning: "Brand Affection"
Visar resultat 1 - 5 av 13 uppsatser innehållade orden Brand Affection.
1. THE IMPACT OF CANCEL CULTURE ON CONSUMERS IN THE FASHION INDUSTRY - An exploratory qualitative study on post-millenials
Master-uppsats, Göteborgs universitet/Graduate SchoolSammanfattning : The growth of cancel culture has been rapid within marketing and consumption during recent years. With the emergence of cancel culture, consumers have been enabled to use their voices to hold brands accountable, where social media has made information easily available making consumers constantly informed. LÄS MER
2. Remember the Good Old Days? : Investigating the effect that nostalgic music in advertising has on brand affection, purchase intention, and word of mouth.
Magister-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakultetenSammanfattning : Background: Nostalgia in marketing has become increasingly popular but the need for research within the field is prominent with a lack of models, approaches, and mediators of effectively using nostalgia in marketing, especially using nostalgic music in advertisements. The definition of nostalgia is an ambivalent feeling, including both fondness and sadness, when reminiscing about the past. LÄS MER
3. Keeping Up With The Heritage : An exploration of consumers emotional connections to heritage luxury fashion brands on Instagram
Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomiSammanfattning : 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. LÄS MER
4. The determinants of Chinese consumers’ purchase intention regarding online-celebrity brand products
Magister-uppsats, Uppsala universitet/Företagsekonomiska institutionenSammanfattning : As the digital society, built up by the internet, gradually changes people's lives, online celebrities are emerging in China and have discovered the huge business opportunities of online platforms by establishing their own brands. Many brands created by Chinese online celebrities are increasingly popular among consumers, such as Li Ziqi and Taozi Sister. LÄS MER
5. Sustainability Sells : Appeals driving Consumer Engagement of Green Skincare Brands
Magister-uppsats, Jönköping University/IHH, FöretagsekonomiSammanfattning : Background: Sustainability within the skincare industry is an important theme in marketing research. Sustainability sells, but it is necessary to understand how brands can drive consumer engagement on Instagram by using certain appeals. LÄS MER