Sökning: "brand definition"

Visar resultat 1 - 5 av 124 uppsatser innehållade orden brand definition.

  1. 1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Felix Ellqvist; Niklas Kjellander; [2023]
    Nyckelord :Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

    Sammanfattning : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. LÄS MER

  3. 2. Love is all you need - Defining the concept of love brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Lisa Lindenmeyer; Franziska Seifried; Alma Varga; [2023]
    Nyckelord :brand love; brand-customer relationship; brand loyalty; love brands; Business and Economics;

    Sammanfattning : Purpose: The term “love brand” has recently become a buzzword among marketing practitioners. Therefore, the purpose of this paper is to define this concept, its elements, and how customers express the love they feel towards their love brand(s) in order to create a shared understanding among practitioners and the academic world. LÄS MER

  4. 3. Analyzing the Effects of Brand Activism on Consumer Loyalty: Macro and Micro Perspective

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

    Författare :Nina Roques; [2023]
    Nyckelord :Brand activism; consumer perception; consumer behavior; consumer loyalty; communication; Russia-Ukraine conflict;

    Sammanfattning : This study seeks to investigate, from both macro and micro perspectives, the effect of brand activism on consumer loyalty.  The macro perspective examines the general relationship between brand activism and consumer loyalty, whereas the micro perspective examines the specific context of companies' withdrawal from Russia as a form of brand activism. LÄS MER

  5. 4. Remember the Good Old Days? : Investigating the effect that nostalgic music in advertising has on brand affection, purchase intention, and word of mouth.

    Magister-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakulteten

    Författare :Ellinor Ajander; Ida Hubertsson; Linnea Nilsson; [2023]
    Nyckelord :Nostalgia; Nostalgic Music; Advertising; Brand Affection; Word of Mouth; Purchase Intention;

    Sammanfattning : Background: Nostalgia in marketing has become increasingly popular but the need for research within the field is prominent with a lack of models, approaches, and mediators of effectively using nostalgia in marketing, especially using nostalgic music in advertisements. The definition of nostalgia is an ambivalent feeling, including both fondness and sadness, when reminiscing about the past. LÄS MER

  7. 5. Störande. Är det en definition?

    Kandidat-uppsats, Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

    Författare :Arvid Castor; Carl Norrman Humble; [2022-08-01]
    Nyckelord :YouTube; reklam; influencer marketing; annonser; attityd; unga; köpbenägenhet;

    Sammanfattning : The purpose of this thesis is to study and analyze how adolescents and young adults experience advertising on YouTube. We have through qualitative interviews studied our respondents' self-experienced attitudes towards video-ads and influencer marketing, and how this may affect their YouTube consumption and/or their propensity to buy the advertised products or services. LÄS MER