Sökning: "Consumer-brand Relationship"

Visar resultat 1 - 5 av 43 uppsatser innehållade orden Consumer-brand Relationship.

1. 1. The Formula to Success

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Julia Möller; Kajsa Knutsson; [2023]
   Nyckelord :Formula 1; High-profile sports teams; Sports Fans; Brands; Brand community; Consumer-Brand Relationship.; Business and Economics;

   Sammanfattning : Research question: How does the consumer-brand relationship evolve between fans and highprofile sport teams? Purpose: The aim of this thesis is to understand how the consumer-brand relationship evolves between fans and high-profile sports teams, more specifically, Formula 1 teams. It will explore the triadic relationship that exists with other consumers in addition to the dyadic relationship between a brand and a consumer. LÄS MER

3. 2. 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

4. 3. When Reality Outweighs Ethics in Cancel Culture: A Theorisation, Modelling, and Empirical Exploration of Brand Cancellation

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :María Isabel Viéitez Gómez; Martina Ferretti; [2022]
   Nyckelord :Cancel Culture; Brands; Consumer-brand Relationship; Social Media; Ethics; Reality Check.; Social Sciences;

   Sammanfattning : The phenomenon of cancel culture is one we all witness and sometimes partake in, and it has recently become a hot topic in research. However, the literature on this phenomenon is still in its infancy. LÄS MER

5. 4. 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

7. 5. Mikro influencers inverkan på varumärkesengagemang : En kvalitativ studie om hur konsumentens varumärkesengagemang påverkas av produkter marknadsförda av mikro influencers på Instagram

   Kandidat-uppsats, Södertörns högskola/Företagsekonomi

   Författare :Sara Khalil; Kibar Parlayan; [2022]
   Nyckelord :Influencer marketing; Instagram; micro influencer; source credibility; information source; brand engagement; purchase behavior; purchase intention; Influencer marketing; Instagram; mikro influencer; trovärdighet; informationskälla; varumärkesengagemang; köpbeteende; köpintention;

   Sammanfattning : In recent years, influencer marketing has become an innovative and interesting concept within marketing. The growth of digitization and the increasing popularity of digital platforms have enabled influencers to reach a worldwide audience. Traditional marketing has evolved into influencer marketing with the help of influencers. LÄS MER