Sökning: "Brand Liking"

Visar resultat 1 - 5 av 15 uppsatser innehållade orden Brand Liking.

1. 1. TikTok-influencers: vad är ett vinnande koncept för framgång? En kvalitativ innehållsanalys om olika personliga varumärkesbyggande kommunikationsstrategier samt karaktärsdrag som är framträdande i svenska influencers TikToks

   Kandidat-uppsats, Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Författare :Yrsa Petersén; Filippa Sundman; [2024-03-04]
   Nyckelord :Personligt varumärke; influencer; kommunikationsstrategier; karaktärsdrag; TikTok;

   Sammanfattning : Executive summary The purpose of this thesis is to examine the construction of personal brands on influencers on the platform TikTok. Influencers - a very current and relevant phenomenon in today’s society, are gaining more power in the media landscape and have major influence on both social media users and companies. LÄS MER

3. 2. Gillette ‘We believe: the best men can be’ – the advertisement that shaved itself off the market.

   Magister-uppsats, Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

   Författare :Merel Cheng; Lisa Frommann; [2023]
   Nyckelord :Gillette; advertising; advertisement; marketing; brand; gender; masculinity; backlash;

   Sammanfattning : Background:  The 2019 Gillette advertisement ‘We believe: the best men can be’ was released when the #MeToo movement was gaining momentum. The commercial addressed conventional ideas of masculinity and received a lot of public criticism for its message. LÄS MER

4. 3. Evaluation of Factors Affecting the Decision-Making Process of Sneaker Purchase among Chinese Post 90s Consumers

   Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Siyi Chen; Tuoyu Liu; Yuhao Su; [2022]
   Nyckelord :Sneaker; Chinese consumer; Five-stage consumer decision-making process; Sneaker market; Consumer behaviour;

   Sammanfattning : Title Evaluation of Factors Affecting the Decision-Making Process of Sneaker Purchase among Chinese Post 90s Consumers. Background Sneakers have become an essential part of the younger generation's wardrobe in today's society, reflecting the millennial drive for comfort and leisure. LÄS MER

5. 4. May AI help you? A quantitative study investigating a potential means to overcome the disclosure paradox of chatbots in the service encounter

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Cornelia Koziczynska; Matilda Björklund; [2020]
   Nyckelord :trust; perceived competence; disclosure paradox; chatbot attitude; competence signal;

   Sammanfattning : The use of artificial intelligence solutions such as chatbots in service encounters is gaining in popularity due to the potential efficiency gains from automating routine interactions. However, the desired benefits are dependent on the identity of the virtual service agent not being disclosed, as customers who know that they are interacting with a chatbot perceive it to be less competent and trustworthy, eliminating all efficiency gains. LÄS MER

7. 5. The consequences of screwing up - How components of your brand equity are affected by a corporate scandal

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Henrik Dahlberg; Martin Trosell; [2019-07-03]
   Nyckelord :Scandals; Gender; CSR; CSiR; Brand equity; Emotions;

   Sammanfattning : The purpose of this study is to investigate in detail how brand equity is affected by a corporate scandal. This is done by running an experiment where two fictive brands, only separated by the amount of CSR activities they are involved with, are responsible for a corporate scandal. LÄS MER