Sökning: "Brand evolution"

Visar resultat 1 - 5 av 33 uppsatser innehållade orden Brand evolution.

1. 1. The Race to Success: Navigating the Roadblocks to Formula E's Popularity

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Rebecca Aharon; Fu Jill Dakota van der Horst; Guillaume Berge; [2023]
   Nyckelord :Keywords: Brand loyalty; Corporate Brand Identity; Sustainable Messaging; Media Influence; Business and Economics;

   Sammanfattning : Purpose: Formula E, the electric counterpart to Formula 1, has not achieved the same level of popularity among consumers. The purpose of this paper is to understand why Formula E has not been as successful as Formula 1 and the barriers to consumer adoption of Formula E. LÄS MER

3. 2. Analyzing the Effects of Brand Activism on Consumer Loyalty: Macro and Micro Perspective

   Master-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Nina Roques; [2023]
   Nyckelord :Brand activism; consumer perception; consumer behavior; consumer loyalty; communication; Russia-Ukraine conflict;

   Sammanfattning : This study seeks to investigate, from both macro and micro perspectives, the effect of brand activism on consumer loyalty.  The macro perspective examines the general relationship between brand activism and consumer loyalty, whereas the micro perspective examines the specific context of companies' withdrawal from Russia as a form of brand activism. LÄS MER

4. 3. Navigating the Unknown: A Study on How the Brand Manager Role Evolves in Response to the Metaverse as a New Branding Context

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lisa Sjöberg; Inga Maslowski; [2023]
   Nyckelord :Branding; Brand management; Brand manager role; Metaverse; Strategy formation; Experimentation; Co-Creation; Community; Generational shift; Emerging technologies; Social Sciences;

   Sammanfattning : The evolution of the digital landscape through emerging technologies presents brand managers with a new context for managing their brand: the metaverse. This thesis investigates how the role of the brand manager and the related brand management practices evolve in response to this. LÄS MER

5. 4. Brand Value Co-Creation on Social Media: How and Why Consumers Engage in Co-Creation - A Netnographic Study Investigating a Consumer Perspective on Value Co-Creation

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Julia Estrella; André Forsberg Berntsson; [2022-08-04]
   Nyckelord :Brand Evolution; Brand Value; CCCV; Customer Categories; Online Brand Communities; Co-Creation on Social Media;

   Sammanfattning : Social media has elevated consumers' role in the process of brand value creation, emphasizing the view that value is co-created. Previous research has provided conceptualizations and broad descriptions, leaving a lack of empirical research. LÄS MER

7. 5. Luxury Fashion Brands are Racing to Become Pioneers in The Use of Influencer Marketing: An Exploratory Study on How This Can Be Achieved and The Impacts on Brand Perceptions

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

   Författare :Mariam Elsayed; [2022]
   Nyckelord :Influencer Marketing; Luxury Fashion; Luxury Value; Brand Identity; Brand Image;

   Sammanfattning : As the digital evolution continues to take on the world industry by industry, luxury fashion brands are left with no choice but to adapt to the new means of media consumption. Numerous luxury fashion brands are implementing influencer marketing strategies to communicate their brand's message in novel ways. LÄS MER