Sökning: "Consumer Based Brand Equity CBBE"

Visar resultat 1 - 5 av 18 uppsatser innehållade orden Consumer Based Brand Equity CBBE.

  1. 1. Vilka är spelreglerna utanför plan för fotbollsklubbar, när supportrarna agerar domare? : En jämförande studie av vilka faktorer som utgör det supporterbaserade varumärkesvärdet i stads - och landsbygdsklubbar

    Kandidat-uppsats, Högskolan Väst/Institutionen för ekonomi och it

    Författare :Josefine Johansson; [2023]
    Nyckelord :Brand Equity; consumer-based brand equity CBBE ; soccer club; sport brands; branding; supporter loyalty; Varumärkeskapital; konsument baserad varumärkeskapital; fotbollsklubb; sportvarumärke; varumärkesbyggande; supporterlojalitet;

    Sammanfattning : Fotbollssupportrar återkommer till en klubbs matcher även om de senaste resultaten har varit dåliga. Referensgrupper har visat sig kunnat påverka supporterlojaliteten som vidare påverkar ett varumärkes supporterbaserade kapital. LÄS MER

  3. 2. Riding the Viral Wave: Generation Z consumer behaviour during viral demand in relation to Brand Management : A qualitative study on how to strategize brand equity management to prolong customer retention from viral demand based on Generation Z consumer behaviour.

    Kandidat-uppsats, Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

    Författare :Aini Safiya Husain Jinnah; Lolav Ismail; [2023]
    Nyckelord :Virality; Viral Transmission; Brand Management; Generation Z; CBBE-Model; Customer Retention;

    Sammanfattning : Background: Following the development brought by the digital age, social networks and consumer behaviour has significantly changed. The network connectivity of WEB 2.0 enables information to spread at an accelerated rate to a wide scope, creating viral demand. This phenomenon presents an opportunity for brands to increase their customer base. LÄS MER

  4. 3. Enhancing Fast Fashion Brands Through Environmentally Sustainable Efforts : An explorative study on Generation Z’s perceptions towards circular economy initiatives and its impact on Customer-Based Brand Equity

    Uppsats för yrkesexamina på avancerad nivå, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Författare :Linnéa Blomberg; Julia Furman; [2021]
    Nyckelord :Circular Economy; Brand Equity; CBBE model; Fast Fashion; Generation Z;

    Sammanfattning : Purpose – The purpose of this study is to explore how environmentally sustainable efforts, in terms of circular economy (CE) initiatives, are affecting the customer-based brand equity (CBBE) of fast fashion brands. By considering the attitudes of Generation Z, fashion companies can build brands that respond to the environmental requirements of future decision-makers. LÄS MER

  5. 4. The unexplored power of buzz in the video game industry

    Magister-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Författare :Oskar Hammarsten; Sofie Hägerbrand; [2020]
    Nyckelord :Buzz; hype; anticipation; marketing; video game; customer-based brand equity; CBBE; pre-release consumer buzz; PRCB; expectations;

    Sammanfattning : Background: The global video game industry is today bigger than both the film- and music industry and is subject to a lot of competition. Companies are always looking for alternative ways to reach consumers and buzz is identified as a crucial success factor by many scholars. LÄS MER

  7. 5. Brand Equity within Skin Care : A Qualitative Study of Consumer Attitudes and Preferences towards Green Skin Care Brands

    Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Maria Lindgärde; Andrej Mionic; [2020]
    Nyckelord :Branding; Green Branding; Brand Equity; Customer-Based Brand Equity; Consumer Behavior; Skin Care;

    Sammanfattning : The green trend has exploded on the skin care market, as it is the fastest growing sector in the world market compared to other green cosmetic products. However, previous literature has primarily focused on cosmetics rather than skin care, which is why this study uses an exploratory and qualitative approach to study the attitudes Swedish consumers have towards skin care brands. LÄS MER