Sökning: "Online brand community"

Visar resultat 21 - 25 av 55 uppsatser innehållade orden Online brand community.

1. 21. Country-of-origin effect: Expanding brands from Taiwan to Lithuania

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Julija Jadzeviciute; Ching Yen Yang; [2020]
   Nyckelord :East Asian COO effect; Moderators of COO effect; Product evaluation; Brand equity; Asian brand challenges; Business and Economics;

   Sammanfattning : Thesis purpose: The purpose of this paper is to understand how Taiwanese brands can manage the country-of-origin effect on product evaluation in Lithuania. Methodology: This is a quantitative research based on primary data collected in Lithuania. LÄS MER

3. 22. Storytelling hos hjälporganisationer : en växande bransch

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

   Författare :Jennifer Jonasson; Carolina Levinsson; [2020]
   Nyckelord :storytelling; stories; second hand; charity; brand meaning; storytelling; berättelser; second hand; välgörenhet; varumärkesbetydelse;

   Sammanfattning : Det finns i dagens samhälle en uppåtgående trend när det kommer till att ta socialt ansvar – hos såväl privatpersoner som organisationer. Att agera hållbart är sålunda ett omtalat ämne som debatteras nu mer än någonsin tidigare. Ett sätt att agera hållbart är att konsumera second hand. LÄS MER

4. 23. “I crashed my car into a cement pole and cried all the way home but my eye makeup was still perfect” : A qualitative study of members’ sense of belonging within Sephora’s commodified community: Beauty Insider

   Kandidat-uppsats, Södertörns högskola/Institutionen för kultur och lärande

   Författare :Emma Ankarberg; [2019]
   Nyckelord :commodified communities; participatory culture; fan culture; consumer society; sense of belonging; online communities;

   Sammanfattning : This study seeks to understand ways in which members’ experience a sense of belonging within Sephora’s own commodified community: Beauty Insider. Three research questions are presented, the final one being of highest importance: in which way do members of Beauty Insider experience a sense of belonging? To be able to understand the members, previous research is presented where Muniz & O’Guinn’s (2001) study on Brand Communities is essential, as well as the study conducted by Dholakia et al. LÄS MER

5. 24. The Role of Online Brand Community and Social Networks in Corporate Brand Development: A focus on the machinery equipment industry

   L1-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jiewen Cheng; Maria Contreras; Thuy Duong Nghiem; [2019]
   Nyckelord :B2B companies; Online brand community; Social networks; Relationship marketing; Corporate brand building; Business and Economics;

   Sammanfattning : Purpose – This paper aims to explore online brand communities on social media platforms, built by B2B companies in the machinery equipment industry, and how these virtual spaces can contribute to relationship marketing and corporate brand building. Design/methodology/approach – The paper adopts both literature review and a multiple case study approach of two companies, Caterpillar and John Deere, in order to provide in-depth understanding and new insights. LÄS MER

7. 25. Value Co-creation Practices in Brand Community of Airbnb

   Magister-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

   Författare :Seyedmohammadali Siyasinejad; Teodor Teodosiev; [2019]
   Nyckelord :Brand Community; Value Co-creation; S-D Logic; Practice Theory; Airbnb;

   Sammanfattning : Abstract Background: Value co-creation emerged at the beginning of the 21st century as a new way of understanding of value and its creation which occurs around individualized experiences of co-creation, leading to the creation of value that is exclusive to every person. In the essence of the concept of value co-creation lays the service-dominant logic of marketing. LÄS MER