Sökning: "Consumer-brand relationships"

Visar resultat 1 - 5 av 29 uppsatser innehållade orden Consumer-brand relationships.

  1. 1. “LIVE, BREATHE, TESLA” : En kvalitativ studie om gemenskap och kundlojalitet i Teslas svenska Facebook-community

    Kandidat-uppsats, Uppsala universitet/Institutionen för informatik och media

    Författare :Shajan Bakir; Joel Arvid Olai; [2024]
    Nyckelord :brand community; customer loyalty; Tesla; Facebook;

    Sammanfattning : The primary objective of the research was to examine the motivations behind members’ participation in Tesla’s online community on Facebook and explore how member interaction influences engagement and loyalty towards Tesla. The emergence of new technologies has intensified the complexity of understanding user behaviors. LÄS MER

  3. 2. Social Media Platforms - The Most Valuable Player? - The role of social media platforms in fostering football fans’ team loyalty

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Sofia Granberg; Julia Löfblad; [2023-07-03]
    Nyckelord :Twitter; podcast; e-zine; social media usage; football; fandom; brands; involvement; team identification; attitudinal loyalty; behavioral loyalty;

    Sammanfattning : With football as an increasing business, alongside the rise and importance of user-generated content on social media, this mixed methodological paper analyzes which roles Twitter, podcasts and e-zines usage have for Swedish football fans’ loyalty towards their favorite teams, by utilizing surveys and semi-structured interviews. This paper provides support for positive relationships between social media usage and behavioral fan loyalty, since social media platforms keep fans updated and generate information, especially when there is a geographical distance between the fans and the team. LÄS MER

  4. 3. 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

  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. 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