Sökning: "Brand Heritage"

Visar resultat 16 - 20 av 108 uppsatser innehållade orden Brand Heritage.

  1. 16. SBM Paper: The House of Gucci in 2022

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jessica van Zeijderveld; Siannie Quartero; Iris Martine Theresia Arts; [2022]
    Nyckelord :SBM paper; case study; Gucci; Social Sciences;

    Sammanfattning : “You smell that? Smell that. This is legacy.” - Aldo Gucci [Al Pacino, The House of Gucci] Recently, the movie ‘House of Gucci’ was released revolving around the dark twists and turns that the brand Gucci went through internally. Including the rise and fall of the Gucci dynasty, from betrayal to murder. LÄS MER

  3. 17. Heritage luxury brands in millennial times

    L1-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Zehui Sun; Xiaoyuan Cheng; Tanja Sukaj; [2022]
    Nyckelord :Brand Heritage; Heritage Brands; Luxury Brands; Millennial; Business and Economics;

    Sammanfattning : This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. LÄS MER

  4. 18. The struggle of staying young: How heritage brands can utilize cobranding as a way to rejuvenate.

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Veronika Lindner; Lovisa Idberg; Oskar Hoff; Guillaume Decombe; [2021]
    Nyckelord :Brand Heritage; Heritage Brands; Rejuvenation; Co-branding; Brand Stewardship; Novelty Brands; Business and Economics;

    Sammanfattning : Purpose: The purpose of this paper is to investigate how co-branding can be utilized by heritage brands to rejuvenate. The aim is to develop the current understanding of how heritage brands engage in co-branding and the motives for rejuvenating the brand. LÄS MER

  5. 19. How FIFA Scores from an Offside Position: Understanding the longevity of a Disliked Brand.

    Magister-uppsats,

    Författare :Joris Bertholet; Daan Juistenga; [2021]
    Nyckelord :FIFA; Brand Longevity; Brand Dislike; Customer Valuation; Brand Loyalty; Video Games;

    Sammanfattning : Background: Organizations desire to create and maintain a strong and long-lasting relationship with their consumers. Firms enjoy many benefits through the loyalty of customers, such as lower marketing costs, increased revenue, and much more. LÄS MER

  7. 20. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jakob Ferenius; Victoria Kotras; [2021]
    Nyckelord :Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

    Sammanfattning : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. LÄS MER