Sökning: "Marketing exclusivity"

Visar resultat 1 - 5 av 18 uppsatser innehållade orden Marketing exclusivity.

  1. 1. Phygital Fashion Week : A Qualitative Study of the Contemporary Copenhagen Fashion Week

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

    Författare :Joanna Turner; Andrea Poth; Linnea Göthelid; [2023]
    Nyckelord :Fashion Marketing; Fashion Week; Phygital; Gatekeeping; Exclusivity; Buzz Marketing; Social Media;

    Sammanfattning : The value of fashion week’s physical presence has been questioned in connection with the Covid-19 pandemic, when fashion week became fully digital. Once the pandemic subsided, the digital attributes were retained and combined with the physical space, resulting in a phygital fashion week. LÄS MER

  3. 2. “Yebo Gogo, it’s time to braai Mzansi!” Code-Switching, Borrowing, Prestige, Slang, and Persuasion in the Digital Marketing Industry of South Africa

    Kandidat-uppsats,

    Författare :Daniel Neate; [2022]
    Nyckelord :Advertising; code-switching; borrowing; slang marketing; covert or overt prestige;

    Sammanfattning : This paper will analyse code-switching, borrowing, slang, and covert or overt prestige in online and television media. The days of OOH (Out Of Home) advertising are becoming obsolete and moving toward a digital age. LÄS MER

  4. 3. Upplevelser av butiksatmosfärer med materiella och immateriella faktorer i fokus : En fallstudie av Porsche Center i Segeltorp och i Malmö

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi

    Författare :Celine Lindberg; Filippa Forsstedt; [2021]
    Nyckelord :Porsche; sensory strategies; sensory experiences; sensory marketing; brand image; customer experiences; perception; senses; retail atmospherics; retail environments; consumer behavior.; Porsche; sinnesstrategier; sinnesupplevelser; sinnesmarknadsföring; varumärkesimage; kundupplevelser; perception; sinnen; detaljhandelsatmosfär; detaljhandelsmiljöer; konsumentbeteende.;

    Sammanfattning : The aim of the bachelor’s thesis is to examine whether the atmospheric experience differs between two different stores within the same brand, depending on tangible and intangible elements. The authors have focused on how certain selected elements have been implemented in the store environments, to identify whether these can steer the atmospheric experience in different directions. LÄS MER

  5. 4. Ready, set, live! How Do European Consumers Perceive the Value of Live Video Shopping and What are Their Motivations to Engage in It? A Qualitative Study

    Master-uppsats, Umeå universitet/Företagsekonomi

    Författare :Elina Andersson; Nicolai Pitz; [2021]
    Nyckelord :Live Video Shopping; LVS; perceived value; consumer engagement; digital marketing; e-commerce; Technology Acceptance; Uses and Gratifications Theory;

    Sammanfattning : The phenomenon of Live Video Shopping (LVS) has gained increased attention in recent years. Sinceapproximately 2017, the Chinese market has brought LVSto the attention of the public. In terms of overall market share, LVS was projected to account for roughly 20% of the overalle-commerce volume in Chinauntil 2021. LÄS MER

  7. 5. From commercial product to art piece: luxury in the search of virtual exclusivity

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Gvantsa Khabalashvili; Leyre Hermana García-Agulló; [2021]
    Nyckelord :luxury; luxury brand; art; artification; cultural capital; Business and Economics;

    Sammanfattning : Thesis purpose: The purpose is to identify what opportunities the approach to art on Instagram offers luxury brands to sustain their exclusivity in an age of mass production. Theoretical Perspective: Pierre Bourdieu’s (1984) cultural capital, legitimate culture and Kapferer and Bastien’s (2012) anti-marketing rules and the artification of luxury are the main sources of theory used to develop the analysis. LÄS MER