Sökning: "Anti-Brand Community"

Hittade 3 uppsatser innehållade orden Anti-Brand Community.

1. 1. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Alice Ekeroth; [2023]
   Nyckelord :corporate branding; brand positioning; brand activism; anti-brand activism; brand communication; Social Sciences;

   Sammanfattning : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. LÄS MER

3. 2. Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Andrés Emilio Garcia Raffo; Niklas Kjellander; [2022]
   Nyckelord :Brand Community; Anti-Brand Community; Brand Dislike; Consumer-activism; Business and Economics;

   Sammanfattning : Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands. Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs. LÄS MER

4. 3. The Consequences of Consumer Brand Hate - A Case Study of Anti-branding Websites in the Airline Industry

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lisa Scheider; Brittany Purkis; [2016]
   Nyckelord :Brand Hate; Anti-branding; Airline Industry; Consumer Brand Relationship CBR ; Consumer Complaint Behavior; Brand Avoidance; Consumer Dissatisfaction; Customer Service Quality.; Business and Economics;

   Sammanfattning : Title: The Consequences of Consumer Brand Hate: A Case Study of Anti-branding Websites in the Airline Industry Seminar Date: May 30, 2016 Course: BUSN39 - Degree Project in Global Marketing Authors: Brittany Purkis, Lisa Scheider Advisor: Annette Cerne Keywords: Brand Hate, Anti-branding, Airline Industry, Consumer Brand Relationship (CBR), Consumer Complaint Behavior, Brand Avoidance, Consumer Dissatisfaction, Customer Service Quality. Purpose: The purpose of the study is to draw further understanding and investigate the hate relationship between a particular company and consumers and to develop theory in this area of study that has grown in relevance. LÄS MER