Sökning: "Amy Vong"

Hittade 2 uppsatser innehållade orden Amy Vong.

1. 1. Uncovering the Motivations for Creating Brand-Related UGC on Instagram : A Study within the Apparel Industry

   Magister-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan

   Författare :Amy Vong; Malin Stax; [2017]
   Nyckelord :UGC; User-Generated Content; Electronic Word-of-Mouth; eWoM; Social Media; Instagram; Instant Messaging; Qualitative Content Analysis;

   Sammanfattning : Background The emergence of the Web 2.0 has enabled users to create and distribute content on social media platforms. As consumers depend increasingly on each other when gathering and evaluating information, they are becoming influential on brand activities by producing UGC and eWoM. LÄS MER

3. 2. Why Do Consumers Avoid Certain Brands? : A Study of Brand Avoidance Within the Swedish Cosmetics Industry

   Kandidat-uppsats, Högskolan i Jönköping/IHH, Marketing and Logistics

   Författare :Amy Vong; Anna Hellberg; Joanna Melander; [2016]
   Nyckelord :Brand Avoidance; Anti-Consumption; Negative Brand Equity; Consumer-Brand Relationships;

   Sammanfattning : Background - As of today, the positive forms of consumer-brand relationships have been intensively researched, whereas its counterpart has attained far less attention. Whilst current literature is focused on increasing positive brand equity, the knowledge of negative brand equity is sparse. LÄS MER