Sökning: "Brand extensions"

Visar resultat 1 - 5 av 65 uppsatser innehållade orden Brand extensions.

  1. 1. Nostalgia as a Tool to Revitalize brands: a case study of the Barbie and Super Mario Bros films

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Assal Ali-Babaeian-Nassab; Alexandra Adwani; Tilde Sinnerdal; Rosa Delgadillo Ryberg; [2023]
    Nyckelord :Nostalgia branding; Brand Revitalization; Brand Extension; Brand Perception; Brand Community; Barbie; Super Mario Bros; Business and Economics;

    Sammanfattning : The purpose of the study is to explore the relationship between nostalgia, brand perception and brand community, aiming to provide insight in effectively revitalizing through brand extension. Further, we aim to assess whether a shift in brand perception is a prerequisite for brand revitalization. LÄS MER

  3. 2. Turning Consumers into Supporters: Understanding Loyalty Through Football Teams

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Tim Kämpe; Axel Paulsson; Marcus Sjöberg; [2023]
    Nyckelord :Brand loyalty; Brand community; Brand heritage; Brand identity; Brand internalisation; Sports branding; Business and Economics;

    Sammanfattning : Purpose: The purpose of this paper is to examine the fans’ perspective of sport team loyalty and the reasons why brand loyalty is extremely high within sports. Methodology: This paper uses a qualitative research method with both primary data and secondary data. LÄS MER

  4. 3. Reducing Waste, Building Brand: A Quantitative Study of the Impact of Second-Hand Clothing on Brand Attitude in Online Retail

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

    Författare :Ebba Österlund; Sofia Lindborg; [2023]
    Nyckelord :Sustainable consumption; Second-hand clothing; Signaling theory; Brand attitude; Online retail stores;

    Sammanfattning : Consumers' growing awareness of the environmental impact of their consumption behaviors has resulted in an increased demand for sustainable and eco-friendly brands. Swedish online retailers have responded by offering second-hand clothing on their websites. LÄS MER

  5. 4. From Streaming to Evoking That Extra Feeling

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Rebecka Kullenberg; Andrés Emilio Garcia Raffo; [2023]
    Nyckelord :Brand Attachment; Brand Experience; Brand Extensions; Consumer Attitude; Streaming Services; Business and Economics;

    Sammanfattning : This study aims to investigate how brand extensions within streaming services affect consumers’ attitudes and emotional attachment to the parent brand. Beyond fit and quality, we provide an explanation of the connection between brand extensions, emotional attachment, and consumer attitude. LÄS MER

  7. 5. Influencers, a company's blessing or curse?

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :David Bergdoff; Fabian Eriksson; [2023]
    Nyckelord :influencer marketing; endorsement; influencer types;

    Sammanfattning : As influencer generated content leads to increased brand attitude and purchase intention, compared to traditional media, the use of influencers has become the norm in many companies' marketing strategy. However, what happens when the influencer gets in trouble? Companies' brand perception risks being indirectly affected by the scandals of associated influencers. LÄS MER