Sökning: "Brand-fit"

Visar resultat 1 - 5 av 19 uppsatser innehållade ordet Brand-fit.

  1. 1. Finding The Perfect Influencer-Brand Fit: A quantitative study on how the combination of social media influencer type and brand type affects the success of an influencer collaboration.

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

    Författare :Alice Fransson; Emilia Köping-Höggård; [2023]
    Nyckelord :Influencer marketing; Perceived fit; SMI types; Influencer-brand fit; Luxury brands;

    Sammanfattning : In recent years, the use of influencer marketing as a marketing tool has become increasingly popular. With the growth of influencer marketing, different social media influencer (SMI) types have emerged. Previous literature has explored the favorability of one SMI type over another, but none have incorporated brand type as a moderator. LÄS MER

  3. 2. Chatting with a brand spokes-character: A quantitative study on the effects of using brand spokes-characters as virtual chatbot agents

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

    Författare :Anton Eriksson; [2022]
    Nyckelord :Spokes-character; Chatbot; Virtual agent; Brand attitude;

    Sammanfattning : This study investigates the consequences of using brand spokes-characters as chatbot agents in customer interactions. Through two studies, the effects of using a brand spokes-character to interact with consumers is compared to using a non-spokes-character chatbot agent. LÄS MER

  4. 3. The harmony between CSR activities and business objectives matters : An explorative research on CSR-brand fit and brand image 

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Noa Yamamoto; Anas Zarkawi; [2022]
    Nyckelord :CSR; brand image; CSR-brand fit;

    Sammanfattning : Brands implement some strategies in choosing the right marketing activities and engaging in CSR activities in order to build up a positive brand image in the consumer's mind and to influence their perceptions. “CSR-brand fit” is the level of matching between a company's objective and  the implemented CSR activities. LÄS MER

  5. 4. Sustainable Influencers, Hot or Not? : An Exploratory Study of the Perceptions towards Sustainable Fashion Influencers on Instagram

    Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

    Författare :Marilyn Palin; Wilma Sköld; [2022]
    Nyckelord :Generation Z; Social Media Influencer; Sustainable Fashion; Instagram;

    Sammanfattning : Background: Given consumers’ rising awareness of the environmental damages caused by the fashion industry, brands now discuss sustainability in relation to their products often through using social media platforms. With the ambition to shift consumers’ purchasing behavior, firms strive to collaborate with influencers to endorse their sustainable products. LÄS MER

  7. 5. The harmony between CSR activities and business objectives matters : An explorative research on CSR-brand fit and brand image

    L3-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Anas Zarkawi; [2022]
    Nyckelord :CSR;

    Sammanfattning : Brands implement some strategies in choosing the right marketing activitiesand engaging in CSR activities in order to build up a positive brand image inthe consumer's mind and to influence their perceptions. “CSR-brand fit” isthe level of matching between a company's objective and the implementedCSR activities. LÄS MER