Sökning: "Lolav Ismail"

Hittade 1 uppsats innehållade orden Lolav Ismail.

  1. 1. 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