Sökning: "Brand-Self Connection"

Hittade 3 uppsatser innehållade orden Brand-Self Connection.

1. 1. Customer engagement within low involvement product categories - discovered

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Olivia Blomqvist; Joel Samuelsson; [2022]
   Nyckelord :Customer engagement; engagement; involvement product categories; involvement; consumer behavior; antecedents; marketing; brand community; brand equity.;

   Sammanfattning : Customer engagement is a relatively new topic in research and due to its importance, it has recently received a lot of attention in both academia and practice. Although the attention, it still lacks knowledge regarding its components and driving factors. LÄS MER

3. 2. Directing Customer Social Identity Through Influencer Marketing and Brand Co-creationActivities : A NA-KD Case Study

   Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Sylvie DellaBruna; Beata Edlund; [2020]
   Nyckelord :Influencer Marketing; Brand Co-Creation; Brand Communities; Brand-Self Connection; Brand Experience;

   Sammanfattning : Background: Today, for firms to engage with customers, it takes more than traditional advertisements, enticing prices and celebrity endorsements. Customers now rely on and expect to become an active rather than passive participant in the firm’s branding and marketing activities. LÄS MER

4. 3. ”Why don’t you have your own car?” : A master thesis investingating how Access-based consumption creates consumer-brand relationships for car brands.

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Alexander Garcin; Olle Falkenäng; [2014]
   Nyckelord :Relationship Marketing; Brand Relationship Quality; BRQ; Fournier; Access-based consumption; Ownership-based consumption; Carpool; Car Brands; Ford; Skoda; Volkswagen; Toyota;

   Sammanfattning : Ownership-based consumption mode has been perceived as the normative ideal in how consumer-brand relationships are created. Today, Access-based consumption mode allows consumers to access brands among other consumers without needing to sole- or joint own them. LÄS MER