Sökning: "Perceived brand authenticity"

Visar resultat 16 - 20 av 36 uppsatser innehållade orden Perceived brand authenticity.

1. 16. Is it too late now to say sorry? : A descriptive research on how brands' responses towards sexism advertisements affect consumers' attitudes.

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Ellinor Larsson; Lovisa Ferngren; [2021]
   Nyckelord :Sexism advertising; Image repair strategy; denial; evasion of responsibility; reduction of offensives; corrective action; mortification; Attitudes; affect; behaviour; cognition;

   Sammanfattning : Background: Brands that decide to publish sexist advertisements can generate issues for the company, as well as the perception the consumer has of the brand can become negative. This as consumers form attitudes towards the brand’s delivered communication which influence the overall evaluation the consumer has towards the brand. LÄS MER

3. 17. Är varumärken de nya politikerna? : En kvalitativ studie om olika generationers upplevelse av brand activism i förpackningsdesign

   M1-uppsats, Södertörns högskola/Företagsekonomi

   Författare :Lisa Fransson Gustavsson; Emma Lindmark; [2021]
   Nyckelord :;

   Sammanfattning : This study investigates how different generations interpret the marketing strategy of brand activism through packaging design. This marketing strategy is a relatively new one, and refers to corporations that engage and take stances in current political causes. LÄS MER

4. 18. UEFAs stolpträff i varumärkeskommunikationen - En kvalitativ analys av könsinkluderande omprofilering i digital varumärkeskommunikation

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Björn Kristjansson; Oscar Mellbourn; [2021]
   Nyckelord :varumärkeskommunikation; varumärkesstrategi; genus; feministisk teori; idrott; ingroup; outgroup; socialsemiotik; UEFA; Social Sciences;

   Sammanfattning : A dynamic society with shifting ideals puts pressure on organisations to continuously change. Brands with strong associations of conservative values therefore find themselves in a paradoxical situation with public demand for a change in core values and organisational segments previously associated with success. LÄS MER

5. 19. Perfectly imperfect - A comparison of female millennial consumers’ perceptions towards ‘Brand Activist Aspirants’ and ‘Authentic Brand Activists’ in the lingerie market

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Eileen Marlena Kersten; Lieke Theadora Adriana Brinkhof; [2021]
   Nyckelord :social brand activism; consumers’ perceptions; authenticity; female millennials; Authentic Brand Activist; Brand Activist Aspirant; Business and Economics;

   Sammanfattning : Purpose: The purpose of this study is to comprehend female millennial consumers’ perceptions towards lingerie brands that are categorised as ‘Brand Activist Aspirants’ compared to ‘Authentic Brand Activists’. Methodology: As this research focuses on studying consumers’ perceptions, a subjective social constructionist view was taken. LÄS MER

7. 20. Negative Emotions toward a Celebrity Brand : A study on reasons, behavioral outcomes, and neutralization actions

   Magister-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Corinna Dahmen; Madeleine Prüfer; [2020]
   Nyckelord :Celebrity Brand; Consumer-Brand-Relationships; Negative Emotions; Behavioral Outcomes; Neutralization Actions; Social Media;

   Sammanfattning : Background: Social media changed the way of communication between brands and consumers and further enables people to become famous and create their own celebrity brand. Hence, celebrity brands are a new phenomenon, rarely studied by past research but becoming more important in the context of consumer-brand-relationships. LÄS MER