Sökning: "Brand leverage"

Visar resultat 1 - 5 av 43 uppsatser innehållade orden Brand leverage.

1. 1. Unveiling the Art of Illusion: Exploring the Fabrication of Authenticity and Trustworthiness by Social Media Micro-Influencers to Engage Their Audience : An exploratory multiple case study that aims to analyze how social media micro-influencers fabricate authenticity and trustworthiness to engage their audience

   Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Armin Roshandel; Felix Miöen Dahlström; Kevin Ekström; [2023]
   Nyckelord :;

   Sammanfattning : Background: Social networking sites have transformed communication and advertising, with influencers like micro-influencers and "instafamous" individuals playing a crucial marketing role. Businesses now leverage these influencers to engage audiences and promote their brands, creating new opportunities for online brand promotion and consumer engagement. LÄS MER

3. 2. 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

4. 3. 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

5. 4. From cheap to chic: a quantitative study on using comparative transparency as a tool for brand attribute upgrading

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Författare :Adrian Brännstam; Simon Eliasson; [2023]
   Nyckelord :Brand alliances; Business Transparency; Comparative Advertising; Brand- and Product Quality Perceptions; Brand Attribute Upgrading;

   Sammanfattning : This thesis constitutes the first attempt to investigate the concept of comparative transparency, a novel type of brand alliance, inspired by comparative advertising and enabled by the growing trend of business transparency in the apparel industry. Broadly, the present study is designed to investigate whether a weak brand can capitalize on the positive attributes of a strong brand merely by being presented as having common manufacturers in an online retailing context. LÄS MER

7. 5. Exploring AI Adoption in Entrepreneurial Content Marketing Strategies of European Companies

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Johan Valeur; Mantas Liekis; [2023]
   Nyckelord :Entrepreneurial marketing; Artificial intelligence; Marketing; Technology adoption; Machine learning; Customer journey; AI tools.; Business and Economics;

   Sammanfattning : Artificial intelligence has recently gained enormous attention due to its potential to revolutionize many industries. One of these areas of interest where AI may have the potential to have a significant impact is content marketing. LÄS MER