Sökning: "Brand Scepticism"
Visar resultat 1 - 5 av 11 uppsatser innehållade orden Brand Scepticism.
1. Hermès in ASMR style : a study of ASMR in fashion marketing footage and associated experiences of luxury brand lovers
Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomiSammanfattning : The study presented here delves into the integration of Autonomous Sensory Meridian Response (ASMR) content into fashion marketing strategies, with a specific focus on the renowned luxury brand Hermès. ASMR is a perceptual phenomenon characterized by tingling sensations and feelings of relaxation triggered by certain audio visual stimuli. LÄS MER
2. Unwrapping Brand Activism
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : This research used a qualitative approach, more specifically, netnography based on two cases. The two empirical cases on the use of brand activism on packaging that have been selected for this study are: (1) Walmart’s introduction of a ‘Celebration Edition’ Ice Cream for Juneteenth, and (2) Skittle’s introduction of a rainbow- free packaging to support the LGBTQ+ community. LÄS MER
3. Brand Activism Scepticism
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. LÄS MER
4. Real or Fake? The Thin Line Between Consumers’ Perceived Brand Authenticity and Scepticism
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Thesis Purpose: The aim of this study is to gain a nuanced understanding of consumers’ perceived authenticity of incumbent and challenger brands in the cosmetics industry. To examine the phenomenon, four brands from two different sectors within the cosmetics industry are investigated. LÄS MER
5. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. LÄS MER