Sökning: "Heritage brands"

Visar resultat 1 - 5 av 54 uppsatser innehållade orden Heritage brands.

  1. 1. Building Personal Brand Heritage

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Emma Barfus; Giorgia Gaetaniello; Sara Safaee; [2023]
    Nyckelord :brand heritage; heritage brands; history; brand identity; brand trust; brand loyalty; Business and Economics;

    Sammanfattning : The importance of brand history in brand heritage has often been stressed in research. However, it has not been researched how brands can create a brand heritage without making their personal history a focal point of their brand strategy. This paper examines if there is more than one way to conceive brand heritage.. LÄS MER

  3. 2. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Roosa Maria Viloma; Katharina Nadine Junge; [2023]
    Nyckelord :Brand heritage; Authenticity; Gen Z; Inauthentic heritage; Fashion branding; Business and Economics;

    Sammanfattning : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. LÄS MER

  4. 3. Keeping Up With The Heritage : An exploration of consumers emotional connections to heritage luxury fashion brands on Instagram

    Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Nathana Kauffmann; Fiona Byrne; Edith Andersson; [2022]
    Nyckelord :Brand Love; Brand Heritage; Luxury Fashion; Emerging Consumers; Visual Methods;

    Sammanfattning : Purpose The aim of this master’s thesis is to gain in-depth insight into the emotional connections of consumers to the brand heritage of luxury fashion brands. Another aim of the paper is to investigate how brand love is enriched by the communication of brand heritage dimensions on Instagram. LÄS MER

  5. 4. Luxury fashion and nostalgia : A study from a marketing perspective

    Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Malin Tasapuro; Pontus Johansson; [2022]
    Nyckelord :luxury fashion; branding; nostalgia; marketing; symbolic meaning;

    Sammanfattning : Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. LÄS MER

  7. 5. Lyxens paradox : En kvalitativ studie om konsumenters ambivalenta förhållningssätt till lyxvarumärkens exponering på sociala medier

    Kandidat-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Matilda Ringkvist; Victoria Olofsson; Malin Martinsson; [2022]
    Nyckelord :Luxury; Luxury Brands; Purchase motivation; Social Media; Brand Image; Exposure; Lyx; Lyxvarumärken; Köpmotivation; Social media; Varumärkesimage; Exponering;

    Sammanfattning : Användandet av sociala medier, som från början handlade om utbyte av information, har mynnat ut i en social närvaro. En social närvaro där man genom bilder, text och videos presenterar sig själv. Konsumenter kan numera obehindrat dela varumärkesrelaterat innehåll genom att till exempel visa nya inköp eller andra händelser av sitt liv. LÄS MER