Sökning: "CBBE-Model"

Visar resultat 1 - 5 av 12 uppsatser innehållade ordet CBBE-Model.

  1. 1. All publicitet är bra publicitet, eller?

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Frida Rödin; Anna Assarsson; [2023]
    Nyckelord :Brand communication; provocative marketing; attitudes; behaviours; brand equity; brand relationship; consumers; Social Sciences;

    Sammanfattning : Denna studie syftar till att bidra till en bredare bild av varumärkeskommunikation med fokus på sambandet mellan provokativ marknadsföring samt attityder och beteenden. Frågeställningarna är utformade för att undersöka potentiella konsumenters upplevelser av provokativ marknadsföring och hur de talar om det i förhållande till varumärket. LÄS MER

  3. 2. Riding the Viral Wave: Generation Z consumer behaviour during viral demand in relation to Brand Management : A qualitative study on how to strategize brand equity management to prolong customer retention from viral demand based on Generation Z consumer behaviour.

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

    Författare :Aini Safiya Husain Jinnah; Lolav Ismail; [2023]
    Nyckelord :Virality; Viral Transmission; Brand Management; Generation Z; CBBE-Model; Customer Retention;

    Sammanfattning : Background: Following the development brought by the digital age, social networks and consumer behaviour has significantly changed. The network connectivity of WEB 2.0 enables information to spread at an accelerated rate to a wide scope, creating viral demand. This phenomenon presents an opportunity for brands to increase their customer base. LÄS MER

  4. 3. Enhancing Fast Fashion Brands Through Environmentally Sustainable Efforts : An explorative study on Generation Z’s perceptions towards circular economy initiatives and its impact on Customer-Based Brand Equity

    Uppsats för yrkesexamina på avancerad nivå, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Författare :Linnéa Blomberg; Julia Furman; [2021]
    Nyckelord :Circular Economy; Brand Equity; CBBE model; Fast Fashion; Generation Z;

    Sammanfattning : Purpose – The purpose of this study is to explore how environmentally sustainable efforts, in terms of circular economy (CE) initiatives, are affecting the customer-based brand equity (CBBE) of fast fashion brands. By considering the attitudes of Generation Z, fashion companies can build brands that respond to the environmental requirements of future decision-makers. LÄS MER

  5. 4. Brand Equity within Skin Care : A Qualitative Study of Consumer Attitudes and Preferences towards Green Skin Care Brands

    Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Maria Lindgärde; Andrej Mionic; [2020]
    Nyckelord :Branding; Green Branding; Brand Equity; Customer-Based Brand Equity; Consumer Behavior; Skin Care;

    Sammanfattning : The green trend has exploded on the skin care market, as it is the fastest growing sector in the world market compared to other green cosmetic products. However, previous literature has primarily focused on cosmetics rather than skin care, which is why this study uses an exploratory and qualitative approach to study the attitudes Swedish consumers have towards skin care brands. LÄS MER

  7. 5. Branding is not rocket science… it is harder : En kvalitativ studie om hur konsultföretag arbetar med brand equity

    Kandidat-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Författare :Alma Hamulic; Brandon Michael; [2020]
    Nyckelord :Consultancy; brand equity; CBBE Model; Business-to-Business branding;

    Sammanfattning : Research Questions: How do consulting companies work to strengthen the brand's structure?What impact does brand equity and its components have on consulting firms? Purpose: The purpose of this study is to contribute with new knowledge as well as increase the understanding of brand equity and how its components contribute to strengthening the consultancy's brand. The study also aims to explore how companies create competitive advantages in a constantly evolving market. LÄS MER