Sökning: "Nicolas Brand"

Hittade 3 uppsatser innehållade orden Nicolas Brand.

  1. 1. Generation Z and brand loyalty: the influence of Gen Z specific expectations on attitudinal and behavioural loyalty

    Magister-uppsats, Umeå universitet/Företagsekonomi

    Författare :Nine Cagnin; Manon Nicolas; [2022]
    Nyckelord :Generation Z; brand loyalty; attitudinal; behavioural; ethics; omnichannel experience; value for money; entertaining content; authenticity;

    Sammanfattning : Background - Generation Z is the future larger group of consumers. Members of thisgeneration are key in the strategy of brands to remain competitive in the long-term. Buttheir loyalty is more difficult to get compared to other generations. It is assumed that itis linked to their specific expectations and the way brands handle them. LÄS MER

  3. 2. The Use of Viral Marketing in Politics : A Case Study of the 2007 French Presidential Election

    Kandidat-uppsats, IHH, Företagsekonomi

    Författare :Jean-baptiste Rival; Joey Walach; [2009]
    Nyckelord :Presidential Election; Buzz; viral marketing; word-of-mouth; France;

    Sammanfattning : The aim of this study is to explore the implementation of viral marketing in Politics. We led a case study in order to discover how viral techniques were used to promote candidates running for the 2007 French election. The review of previous research provided learning about the use of new communication methods in electoral campaigns. LÄS MER

  4. 3. The Complexities of Lifestyle Brand Segmentation - A Study of the Lifestyle Brand Converse

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Louise Ahlander; Nicolas Lahache; [2006]
    Nyckelord :Segmentation; Lifestyle brand; Semiotics; Meaning; Neo-Tribe; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : This master thesis takes its point of departure in the conflicting worldviews of modernism and post-modernism. As traditional segmentation theory springs from the modernist worldview, this study aims to contribute to the understanding of the complexity regarding market segmentation for lifestyle brands in contemporary society, where the consumer is often claimed to be post-modern. LÄS MER