Sökning: "Online brand community"

Visar resultat 11 - 15 av 55 uppsatser innehållade orden Online brand community.

  1. 11. Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Andrés Emilio Garcia Raffo; Niklas Kjellander; [2022]
    Nyckelord :Brand Community; Anti-Brand Community; Brand Dislike; Consumer-activism; Business and Economics;

    Sammanfattning : Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands. Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs. LÄS MER

  3. 12. The Power of Committed Consumers: A Quantitative Study of Branded Online Communities’ Impact on Brand Perception

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Louise Holmquist; Alexandra Muhl; [2021-07-02]
    Nyckelord :Branded online communities; user-generated content; brand perception; interaction drivers; consumer engagement;

    Sammanfattning : This study aims to explore how interaction drivers in a branded online community impacts the brand perception among members of a community. Understanding brand perception is important since brand management is crucial for differentiating on the market. LÄS MER

  4. 13. The Increased Value in Appealing to Brand Community Members - A Comparison with Regular Customers

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Klara Dunehav; Okka Mennenga; [2021]
    Nyckelord :Business and Economics;

    Sammanfattning : Title: The Increased Value in Appealing to Brand Community Members - A Comparison with Regular Customers Date of seminar: June 3rd, 2021 Course: BUSN39 - Degree Project in Global Marketing - Master Level Authors: Klara Dunehav & Okka Mennenga Supervisor: Veronika Tarnovskaya Keywords: Brand Communities, Brand Value, Fashion Brands, Qualitative Research Thesis Purpose: Identifying differences in brand value between fashion brand community members compared to regular customers in order to see value-enhancing traits. Methodology: Qualitative, Abductive and Intensive Research based on 9 semi-structured interviews. LÄS MER

  5. 14. How Social Media Influencers Co-Create Brand Value in the Digital World? : Exploratory research investigating Gamers and Opinion Leaders as Social Media Influencers and the process of Brand Value Creation in the Digital World.

    Kandidat-uppsats,

    Författare :Kamelia Bankova; Pavlina Stancheva; [2021]
    Nyckelord :Co-Creation Theory; Social Media Influencers SMI ; Brand Value; Word-of-Mouth WoM ; Netnography; Mimicry; Gamers; Streamers; Opinion Leaders; Online Community.;

    Sammanfattning : .... LÄS MER

  7. 15. Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Rebecca Arfwedson; [2021]
    Nyckelord :Environmental brand activism; consumer hashtag activism; Instagram; social semiotics; self-branding; networked branding; consumer engagement; Social Sciences;

    Sammanfattning : Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). LÄS MER