Sökning: "Luxury brand perceptions"

Visar resultat 1 - 5 av 19 uppsatser innehållade orden Luxury brand perceptions.

1. 1. From Elite to Everyone: How User-Generated Content Democratizes Hermès and Challenges Its Exclusivity

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lovisa Smedmark; Karin Forslund; [2023]
   Nyckelord :Luxury brand perceptions; Brand awareness; Commodity theory; Self-brand association; Brand attitudes; User-generated content; Luxury brand management; Business and Economics;

   Sammanfattning : The purpose of this thesis is to add to existing research and create a deeper understanding regarding the influence of online narratives on luxury brand attitudes. The research aims to explore how luxury brands are portrayed by social media users, in order to gain a cohesive understanding of its effect on the attitudes that are formed towards the brand. 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. Luxury Fashion Brands are Racing to Become Pioneers in The Use of Influencer Marketing: An Exploratory Study on How This Can Be Achieved and The Impacts on Brand Perceptions

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Mariam Elsayed; [2022]
   Nyckelord :Influencer Marketing; Luxury Fashion; Luxury Value; Brand Identity; Brand Image;

   Sammanfattning : As the digital evolution continues to take on the world industry by industry, luxury fashion brands are left with no choice but to adapt to the new means of media consumption. Numerous luxury fashion brands are implementing influencer marketing strategies to communicate their brand's message in novel ways. LÄS MER

5. 4. 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

7. 5. Heritage luxury brands in millennial times

   L1-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Zehui Sun; Xiaoyuan Cheng; Tanja Sukaj; [2022]
   Nyckelord :Brand Heritage; Heritage Brands; Luxury Brands; Millennial; Business and Economics;

   Sammanfattning : This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. LÄS MER