Sökning: "Branding effectiveness"

Visar resultat 1 - 5 av 19 uppsatser innehållade orden Branding effectiveness.

1. 1. The role of customer-based brand equity in the direct-to-consumer business model

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lara Stahl; Elsa Dardeau; Paul Joubert; [2023]
   Nyckelord :D2C; direct-to-consumer business model; customer-based brand equity; perceived brand quality; brand awareness; brand image; brand uniqueness; Business and Economics;

   Sammanfattning : This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. LÄS MER

3. 2. Not so Cool Japan? Exploring the perceptions of contemporary Japan among Euro-American exchange students

   Master-uppsats, Lunds universitet/Centrum för öst- och sydöstasienstudier

   Författare :Luke Farrelly-Spain; [2023]
   Nyckelord :Orientalism; Perceptions; Nihonjinron; Japan; Popular culture; Cultural engagement; Coolness; Othering; Social Sciences;

   Sammanfattning : This thesis examines the perceptions of Japan among Euro-American international students and investigates how these perceptions influence their motivation to study in the country. By exploring the relationship between popular culture, orientalist depictions, and cultural engagement, this study aims understand the complex dynamics which shape these students' attraction to Japan and their understanding of its culture. LÄS MER

4. 3. China Influencer E-commerce Livestreaming Marketing Strategy Research

   Magister-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Yimeng Ma; [2023]
   Nyckelord :e-commerce; netnography; influencers; followers; and online community;

   Sammanfattning : The surge of mobile internet and electronic devices has revolutionized consumer interactions and information consumption. Livestreaming emerges as a prevalent advertising method in e-commerce, compensating for the static nature of traditional platforms by providing dynamic buying experiences. LÄS MER

5. 4. Industry Brands and Enchantment: How Disenchantment of the Mental Health App Industry Brand Influences Companies Within the Industry

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Olivia Hagman; Ellen Håkman; [2022-08-04]
   Nyckelord :Industry Brands; Mental Health Apps; Enchantment; Disenchantment; Consumer Perceptions; Industry Image; Industry Aura; Stigma;

   Sammanfattning : Enchantment is at the heart of most marketing and branding operations, therefore, there is reason to believe it is part of the broader picture of the more unexplored concept of industry brands. To study how enchantment discourses of industry brands influence companies, we employ the rich context of an industry brand that has received mixed reviews in terms of its ability to appeal to consumers, namely mental health apps. LÄS MER

7. 5. Luxury fashion and nostalgia : A study from a marketing perspective

   Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Författare :Malin Tasapuro; Pontus Johansson; [2022]
   Nyckelord :luxury fashion; branding; nostalgia; marketing; symbolic meaning;

   Sammanfattning : Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. LÄS MER