Sökning: "Brand attitudes"

Visar resultat 16 - 20 av 415 uppsatser innehållade orden Brand attitudes.

  1. 16. Beyond the Target Market : Investigating the Impact of Brand Activism on Brand Authenticity and Attitude in Non-Targeted Markets

    Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Författare :Tomke D'Souza; [2023]
    Nyckelord :Brand Activism; Brand Authenticity; Brand Attitude; Hyperconnectivity; Non-Target Markets;

    Sammanfattning : Nowadays, people around the world are connected through social networks. This hyperconnectivity implies that companies need to think about the perceptions and opinions of consumers who were not directly targeted by a campaign. LÄS MER

  3. 17. Influencer Endorsements of E-Cigarette Brands on Instagram : A study of Gen Z perception of influencers endorsing e- cigarette brands on Instagram

    Magister-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Isha Grover; Ander Jauregui; [2023]
    Nyckelord :Instagram; Influencer Marketing; Gen Z; E-cigarettes; E-cigarette influencers; Source Credibility; Sponsorship disclosures; Celebrity Endorsement;

    Sammanfattning : The widespread use of social media platforms and the emergence of influencer marketing have revolutionized brand-consumer interactions, particularly among the younger demographic. In line with this trend, the influence of e-cigarette influencers on Generation Z (Gen Z) has become a prominent area of research. LÄS MER

  4. 18. How do the Female Attitudes Towards Sustainable Branding Influence Purchase Intention in the Sportswear Industry : A qualitative study of women aged 20-50.

    Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

    Författare :Nicole Vizcaino; Emma Kettunen; [2023]
    Nyckelord :Attitudes; Sustainability; Sustainable branding; Brand sustainability; Greenwashing; Sportswear; Sportswear industry; Sports apparel industry;

    Sammanfattning : Background: The sportswear industry has grown rapidly in the past years, with sportswear becoming a popular choice for everyday wear and sports activities. However, concerns about sustainability have emerged, prompting consumers to think about their purchasing habits. LÄS MER

  5. 19. Är uppmärksamhet verkligen allt? : En kvalitativ/kvantitativ studie om hur social marknadsföring påverkar attitydlojaliteten

    Kandidat-uppsats, Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

    Författare :Anton Nilsson; Edmon Ferizi; [2023]
    Nyckelord :Social marketing; Brand loyalty; Attitude loyalty; Social marknadsföring; Varumärkeslojalitet; Attitydlojalitet;

    Sammanfattning : The purpose of the study was to investigate consumer attitudes towards a brand that in itscampaigns presents a social problem for attention. The study is based on theories in threemain areas, controversial marketing, brand loyalty and purchase behavior. LÄS MER

  7. 20. Multi-Channel Sentiment Analysis in Swedish as Basis for Marketing Decisions

    Master-uppsats, Stockholms universitet/Institutionen för data- och systemvetenskap

    Författare :Malin Uhlander; [2023]
    Nyckelord :omni-channel marketing; sentiment analysis; Swedish; natural language processing; opinion mining;

    Sammanfattning : In today’s world, it is not enough for companies to consider any one social media channel in isolation. Instead, they must provide their customers with a unified experience across channels and consider interdependencies between channels. LÄS MER