Sökning: "brand self-congruence"

Hittade 5 uppsatser innehållade orden brand self-congruence.

1. 1. Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Hany Wulandari; Nida Tanveer; [2022]
   Nyckelord :Social Media Influencers SMI ; SMI’s credibility; brand image; brand self-congruence; purchase intentions.; Business and Economics;

   Sammanfattning : This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. LÄS MER

3. 2. How did the simple leather wallet end up as an activist tool for change? A qualitative study of young Swedish consumers boycott and buycott behavior of food and drink brands

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jenny Sandström; Veronica Ågren; [2021]
   Nyckelord :Boycott; buycott; food and drink brands; FMCG industry; Business and Economics;

   Sammanfattning : Thesis purpose: This thesis aims to discover young Swedish consumers' boycott and buycott behavior of food and drink brands by understanding their decisions and participation in these practices. Methodology: This study is built upon a qualitative research design and adopts an abductive approach. LÄS MER

4. 3. The Role of Consumer’s Self-Identity on Pro-Environmental Behavioral- and Loyalty Intentions

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Buster Chuck Allan Grunau; Milou Cornelia Henrica Klijn; [2020]
   Nyckelord :Pro-Environmental Self-identity; Conspicuous Sustainability; Self-Congruence; Self-Brand Connection; Shopping Malls; Social Sciences;

   Sammanfattning : Thesis Purpose: We aim to enhance the understanding of why Swedish consumers perform pro-environmental behaviors and how this can be influenced by managers and marketers in the shopping mall environment, making the mall more attractive and shoppers more loyal. Theoretical Perspective: We take on a sociological perspective by researching constructs based on identity theory, conspicuous consumption, and the theory of self-congruity. LÄS MER

5. 4. Brand Personality and Social Media Platforms: The Search for the Perfect Match - A quantitative study of personality congruence on social media advertising

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Johanna Luiga; Lovisa Modin; [2016]
   Nyckelord :Brand Personality; Social Media; Advertising; Congruence;

   Sammanfattning : Social media is a widely popular phenomenon and it never fails to fascinate how it touches so many people's lives around the world on a daily basis. The amount of content being transmitted through these kinds of online platforms have completely exploded during the past couple of years and social media sites have become an important player for brands to use when it comes to influencing different aspects of advertising effectiveness such as awareness, attitude, and behavioural intention. LÄS MER

7. 5. Just Me, Myself and I? : The Cultural Impact of Self on Emotional Brand Attachment

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Daniel Alderstad; Jacob Berglund; [2016]
   Nyckelord :Self-congruence; Emotional Brand Attachment; Brand Personality; Self-Brand Connections; Self-Construal; Consumer Psychology; Cross-Cultural Psychology; Regulatory Focus Theory; Ought Self-congruence;

   Sammanfattning : Emotional brand attachment has emerged as an important marketing concept that can strengthen a brand's performance. One way to create emotional bonds with consumers is to match the brand's personality with the consumer's self-concept (i.e. self-congruence). LÄS MER