Sökning: "Consumer-Brand-Relationships"

Visar resultat 1 - 5 av 18 uppsatser innehållade ordet Consumer-Brand-Relationships.

  1. 1. Sharing is Caring: A qualitative study on the impact of Netflix’s latest policy change on brand promise, brand loyalty, and consumer-brand relationships

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Beatrice Lidia Rosa Allievi; Mariagloria Martino; [2023]
    Nyckelord :Service brands; Brand promise; Brand loyalty; Consumer-brand relationship; Negative emotions; Netflix; Streaming platforms; OTTs; Business and Economics;

    Sammanfattning : The purpose of this study is to investigate the consequences of Netflix’s latest policy change on consumers’ perceptions of the brand promise and on their willingness to continue using the service. Furthermore, we aim to explore the negative emotions that arose in response to the policy change... LÄS MER

  3. 2. AI marketing & brand relationships: A qualitative study about consumer-brand relationships, personalized marketing and the personalization-privacy paradox

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Julia Walde; Johanna Blom; [2022]
    Nyckelord :consumer-brand relationships; brand trust; brand loyalty; personalized AI marketing; personalization-privacy paradox; Business and Economics;

    Sammanfattning : Thesis purpose: to explore what influence consumer-brand relationships may have on consumers’ perceptions of personalized marketing and the personalization-privacy paradox. Methodology: to understand each of the respondents' different perceptions of the thesis’ purpose and research question, a relativist and social constructionist approach were applied. LÄS MER

  4. 3. The Odd Couple

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jesper Gunnarsson; Lukas Morneweg; [2022]
    Nyckelord :Unconventional Brand Collaborations; perceived fit; brand partnerships; consumer culture perspective; Gen Z; Business and Economics;

    Sammanfattning : The purpose of this research is to explore the phenomenon of Unconventional Brand Collaborations from a consumer culture perspective and discover the factors that make them appealing to Gen Z. Hence, this study aims to give another perspective than the one given by previous literature on brand collaborations, which emphasizes the need for a high perceived fit between the parent brands. LÄS MER

  5. 4. Beauty and the Brand: A Study About Relationships Between Consumers and Cosmetic Brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Aurora Fagerhus; Isa Melker; [2021]
    Nyckelord :cosmetics; cosmetic brands; consumer-brand relationships; brand loyalty; Business and Economics;

    Sammanfattning : Background: In today’s consumption society, there is an endless amount of cosmetic brands to choose from. Moreover, the global consumption of cosmetics continues to increase, both among male and female consumers, and new cosmetic brands are constantly entering the marketplace. LÄS MER

  7. 5. LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands

    Magister-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Cilla Palmroos; Samuel Bengtsson; [2021]
    Nyckelord :Brand Gender; Brand Love; Gender Congruence; Snus;

    Sammanfattning : Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. LÄS MER