Sökning: "Perceived brand authenticity"

Visar resultat 21 - 25 av 36 uppsatser innehållade orden Perceived brand authenticity.

1. 21. Brand Activism - the Battle Between Authenticity and Consumer Scepticism

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Karolina Kubiak; Sam Ouda; [2020]
   Nyckelord :Brand activism; Brand authenticity; Marketing scepticism; Brand trust; Branding; Business and Economics;

   Sammanfattning : Title: Brand Activism - the Battle Between Authenticity and Consumer Scepticism An explorative study on how consumers evaluate authenticity of brands that engage in brand activism Date of the Seminar: 2020-06-04 Course BUSN39 Authors: Karolina Kubiak & Sam Ouda Supervisor: Jon Bertilsson Keywords: Brand activism, Brand authenticity, Marketing scepticism, Brand trust, Branding Thesis purpose: The purpose with the research is to advance our understanding of authenticity in brand activism. Therefore, it aims to explore what consumers think of brand activism and why. LÄS MER

3. 22. Financial brands taking a stand: Exploring the impact of advertised social activism on a brand's image in the financial services sector

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Dana Kamand; Maura Leonie Kongehl; Julia Anna Lagler; [2020]
   Nyckelord :Consumer perception; brand image; brand activism; social activism; advertising; financial services; Business and Economics;

   Sammanfattning : The purpose of this research paper is to explore the perceptions of advertised social activism and its impact on a financial services sector brand's image. The study is of a qualitative and inductive nature based on literature review along with findings of 12 semi-structured interviews. LÄS MER

4. 23. Dismantling the Creative Director : a media content analysis of creative directors Daniel Lee and Simon Porte Jacquemus

   Kandidat-uppsats, Lunds universitet/Avdelningen för modevetenskap

   Författare :Isabella Österlund; Allis Stenwall; [2020]
   Nyckelord :Creative director; fashion; luxury fashion; zeitgeist; consumer; fashion system; fashion-ology; social media; symbolic value; Daniel Lee; Bottega Veneta; Simon Porte Jacquemus; Jacquemus; field; communication; creativity; craftsmanship.; Cultural Sciences;

   Sammanfattning : This bachelor’s dissertation is written by Allis Stenvall and Isabella Österlund (2020), Division of Fashion Science, Lund University. The study titled “Dismantling the creative director” - A media content analysis of creative directors Daniel Lee and Simon Porte Jaquemus aims to analyze and understand the expectation and definitions of a creative director at a luxury fashion house and what influence the modern consumer has on fashion in the current zeitgeist. LÄS MER

5. 24. The better the purpose, the stronger the business?

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Hanna Rondahl; Matilda Blomqvist; [2020]
   Nyckelord :Company purpose; Corporate purpose; CSR communication; Perceived authenticity; Value theory;

   Sammanfattning : The authors of this paper introduce four consumer value clusters (self-transcendence, self-enhancement, openness to change and conservation) as independent variables in a multiple linear regression analysis in order to investigate and clarify the process that leads customers to form their reactions after being exposed to a company purpose within the outdoor clothing category. The authors test a model that proves that consumers tend to have more positive reactions, in terms of (1) brand attitude, (2) purchase intention and (3) word-of-mouth intention, after being exposed to a company purpose, controlling for all other factors. LÄS MER

7. 25. Varumärkeskommunikation i kristider : En studie av aktörer inom resebranschen i ett uppmärksamhetsekonomiskt perspektiv

   Kandidat-uppsats, Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Författare :Josefine Höög; Simon Sjöhed; [2020]
   Nyckelord :Brand communication; Varumärkeskommunikation;

   Sammanfattning : Bakgrund: Till följd av att Sverige befinner sig i en kris orsakad av coronaviruset har tjänstesektorn drabbats hårt och är i stort behov av äkta varumärkeskommunikation för att engagera publik till att stötta dem. I kristider ökar publikens förväntan på samhällsansvar och relevant kommunikation från varumärken, vilket ställer krav på att kommunikationen uppfattas som trovärdig och äkta för att marknadsföringen ska få positiv effekt för varumärket. LÄS MER