Sökning: "brand personality change"

Visar resultat 1 - 5 av 12 uppsatser innehållade orden brand personality change.

  1. 1. Sensory marketing in the world of social media : A qualitative study to examine if companies can attract girls in generation Z by using sensory marketing on their social media platforms

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

    Författare :Sanna Jurén; Isabelle Kallenberg; [2022]
    Nyckelord :Influencer; Social media; Customer experience; Sensory marketing; Beauty products; Digital; Generation Z;

    Sammanfattning : The beauty industry has been around for centuries and keeps growing and developing daily. The industry has not been slowing down during the spread of the virus covid-19 but has had a fast platform change. Most brands today are available online and promoted by influencers on social media platforms. LÄS MER

  3. 2. Från anonym till androgyn: En kvalitativ studie om varumärkesgenus och androgynitet i varumärkeskommunikation

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Jenny Stjernström; Fanny Klingvall; [2021]
    Nyckelord :androgynitet; modevarumärke; multimodal analys; socialsemiotik; symbolisk varumärkeskommunikation; varumärkesgenus; varumärkespersonlighet; androgyny; brand gender; brand personality; fashion brand; multimodal analysis; social semiotics; symbolic brand communication; Social Sciences;

    Sammanfattning : Traditional binary gender stereotypes are increasingly being challenged by gender fluid expressions in an ongoing global societal shift that is particularly noticeable in Sweden. Parallel with this societal change, previous research on how brands communicate gender expressions is also being challenged, which enables an increased number of brand gender positions. LÄS MER

  4. 3. Exploring Fast Fashion renting and its influence on Brand Equity - A comparative study between Sweden and Russia

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Vladislav Galkin; Christopher Kewenter; [2021]
    Nyckelord :Fast fashion; Sustainable consumption; Collaborative consumption; Renting; Brand Equity; Business and Economics;

    Sammanfattning : Abstract Keywords: Fast fashion, Sustainable consumption, Collaborative consumption, Renting, Brand Equity. Purpose of the thesis: This thesis aims to discover changes in Millennials' Brand perceptions towards renting in Fast fashion, having a cultural comparison perspective between Russia and Sweden. LÄS MER

  5. 4. LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands

    Magister-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Cilla Palmroos; Samuel Bengtsson; [2021]
    Nyckelord :Brand Gender; Brand Love; Gender Congruence; Snus;

    Sammanfattning : Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. LÄS MER

  7. 5. It’s just a meme bro! : How memes in marketing communication affects brand personality

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Alban Krasniqi; Victor L. Palmstadius; [2021]
    Nyckelord :Brand personality; A New Measure of Brand Personality; secondary associations; memes; marketing communication;

    Sammanfattning : Internet memes have in recent years become a prevalent phenomenon which brands have now started to use in their marketing communication efforts. Previous brand personality research suggested that communication style can change a brand’s perceived personality from a consumer’s perspective. LÄS MER