Sökning: "Emotional branding theory"

Visar resultat 1 - 5 av 16 uppsatser innehållade orden Emotional branding theory.

  1. 1. Marknadsföring i fotbollsvärlden. En studie som fördjupar sig i samspelet mellan klubbar och fotbollsspelares varumärken

    Kandidat-uppsats, Göteborgs universitet/Företagsekonomiska institutionen

    Författare :Lucas Thijssen; Gabriel Ferriere; [2024-01-23]
    Nyckelord :Brand; Brand image; Branding theory; Celebrity endorsement theory; Emotional branding theory; Fan loyalty; Star player;

    Sammanfattning : In the world of football, the divide between Swedish clubs and the international competition has only increased in recent years. The financing of a club is a big part of its competitive force, with the transfer market being an important aspect in having a successful club and assembling a strong squad. LÄS MER

  3. 2. More Than a Music Artist? A qualitative study on consumer archetypes through the dynamics of fan-artist parasocial relationships

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Francesca Scriboni; Yasmine Ferchichi; [2023]
    Nyckelord :Parasocial Relationships; Fan-artist Engagement; Personal Branding; Content Creation; Consumer Attitudes; Fan Support; Fan Investments; Consumer Archetypes; Music Industry; K-pop Industry; Business and Economics;

    Sammanfattning : Thesis Purpose: This study examines how parasocial relationships between music artists and fans foster a plethora of different consumer attitudinal outcomes, with the purpose to provide clarity through the shaping of distinct consumer archetypes, while offering in this way practical insights for marketers and industry professionals. The context of K-pop is used to delve deeper into the understanding of the use of the parasocial sphere in the music industry scenario. LÄS MER

  4. 3. Branding Images : White Saviorism and Shock Appeals by BBC Three

    Magister-uppsats, Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

    Författare :Julianne Lindner; [2021]
    Nyckelord :White Saviourism; Documentary; Shock Appeals; Misrepresentation; BBC;

    Sammanfattning : This research has focused on the representation of foreign cultures in four BBCdocumentaries. To be more precise, it looked into how public documentariesportray foreign cultures, specifically within a frame of development aid and whitesaviourism when watching documentaries by BBC Three, a channel which iscentred towards a young audience. LÄS MER

  5. 4. Green City Branding – How people respond to the built environment

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Peter Olsson; [2020-06-23]
    Nyckelord :;

    Sammanfattning : In the last decades, places such as cities, regions and nations have become active participants in the global competitive economy. They now operate in a global marketplace, competing with other places all over the world for tourists, investors, residents and workforce. LÄS MER

  7. 5. Cultural heritage and branding of family firms in the French wine industry : A case of Burgundian wineries

    Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

    Författare :Jeanne Duranton; Emilie Theau Laurent Sery; [2020]
    Nyckelord :Family Businesses; Wine industry; Branding; Brand Identity; Wine; Marketing; Branding;

    Sammanfattning : Background: The wine industry is often linked to family business, due to the tradition of some long-standing family winery. Scholars agree that, the family elements are a factor of success in this industry. A reason for this success can be found in the branding of wineries. LÄS MER