Sökning: "Customer Brand Resonance"

Hittade 3 uppsatser innehållade orden Customer Brand Resonance.

  1. 1. When Social Media Hits the Fan - How Customer Value is Influenced by a Brand Crisis on Social Media

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Sonya Martinsson; Josefine Svensson; Rebecca Jönsson; [2023]
    Nyckelord :Brand Crisis on Social Media; Customer Judgements; Customer Feelings; Customer Brand Resonance; Customer Value; Business and Economics;

    Sammanfattning : Keywords: Brand Crisis on Social Media, Customer Judgements, Customer Feelings, Customer Brand Resonance, Customer Value. Purpose: The purpose of this master thesis is to investigate how a brand crisis on social media influences customer value of a brand. 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. Environmental CSR-initiatives influence on Brand Equity : a Case of Eco-Labeling

    Magister-uppsats, Högskolan Kristianstad/Sektionen för hälsa och samhälle

    Författare :Rewa Anabtawi; Berivan Amin; [2013]
    Nyckelord :Corporate Social Responsibility; Brand Equity; Environmental CSR; Brand Management; Consumer; Attitude; Eco-Labeling;

    Sammanfattning : The purpose of this study was to investigate whether environmental eco-labeling CSR-initiatives have an impact on brand equity. Specifically, if Swan eco-labeling on Ariel’s detergents have an impact on Ariel´s brand equity from a consumer’s perspective. LÄS MER