Sökning: "Customer equity drivers"
Visar resultat 1 - 5 av 9 uppsatser innehållade orden Customer equity drivers.
1. Digital Transformation in the Fast Fashion Industry: How do Consumers Perceive Phygital Retail?
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : The fashion industry has witnessed significant digital transformation, leading to the emergence of phygital retail that seamlessly integrates physical and digital experiences. This study explores the impact of phygital store design on customer-based brand equity in the fast fashion sector, focusing on the drivers and barriers that shape customer perceptions of phygital retail. LÄS MER
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 RättsvetenskapSammanfattning : 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
3. Concretizing and legitimizing brand equity as a strategic investment : A qualitative study in the Swedish retail industry
Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/FöretagsekonomiSammanfattning : The retail industry has seen an immense increase in competition. Brands are becoming more similar, which makes it essential for firms to differentiate themselves against their competitors. The brand is considered the company's biggest intangible asset, possessing an array of different values for the company. LÄS MER
4. Does One Size Fit All? Branding Strategies for Plus-Size Labels in the Fashion Industry
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Purpose: With increasing obesity rates and the change of beauty ideals within society, the plus-size fashion market currently enjoys a massive upturn and many established fashion retailers realise the opportunities within this ever more important segment. However, the integration of plus-size brands can be challenging as being plus-size is still connected to a stigma. LÄS MER
5. How do social media marketing activities influence customer equity and purchase intention : An empirical study of hotel industry based on Y-Generation.
Master-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)Sammanfattning : Purpose: The purpose of this study is to investigate the influence of social media marketing activities on customer equity and how that drive affects purchase intention in the context of the hotel industry with the perspective of Y-Generation. Design/methodology/approach: An explanatory, deductive, quantitative research approach and cross-sectional research design were utilized within this research, where self-completed questionnaires were distributed online with a number of 136 valid responses collected. LÄS MER