Sökning: "Perceived brand authenticity"

Visar resultat 6 - 10 av 36 uppsatser innehållade orden Perceived brand authenticity.

  1. 6. Bakom kulisserna av influencer marketing : Att förstå yrkesverksamma inom medie- och kommunikationsbranschens syn och erfarenhet av influencer marketing

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

    Författare :Emmy Johansson; Filippa Flodmark; [2023]
    Nyckelord :Influencer marketing; Influencer agency; Advertising Agency; Marketing strategy; Authenticity;

    Sammanfattning : This study aims to investigate the phenomenon of influencer marketing within the context of the media and communication industry. The research focuses on understanding the perspectives and experiences of professionals working in this field. LÄS MER

  3. 7. I don't want your apology

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Amanda Stenberg; Clara Carlberg; [2023]
    Nyckelord :Transgression; Social Media Influencer; Endorsing brands; Response strategy; Mortification strategy;

    Sammanfattning : Social media influencer (SMI) transgressions when endorsing brands have become a current topic and various SMI-related scandals have gained massive media coverage in the past decade. SMIs themselves face backlash and a damaged personal brand image and the endorsing brands express either support or dissociation, through termination of contracts with the endorsed influencer. LÄS MER

  4. 8. ”Maximum safety for you – minimum impact on nature” - En multimodal kritisk diskursanalys av Klättermusens hållbarhetskommunikation på Instagram

    Kandidat-uppsats, Umeå universitet/Institutionen för kultur- och medievetenskaper

    Författare :Agnes Bergquist; Lisa Olander; [2023]
    Nyckelord :ustainable communication; sustainability; Klättermusen; outdoor; Instagram; greenwashing; branding; reputation management; strategic communication; multimodal critical discourse analysis; Hållbarhetskommunikation; hållbarhet; Klättermusen; Instagram; greenwashing; strategisk kommunikation; marknadsföring; multimodal kritisk diskursanalys;

    Sammanfattning : The climate crisis and the consequences that follow have forced humanity to explore the collective actions that must be taken to curb global warming. As a way to reduce ones carbon footprint, many choose to consume with greater care for the environment, and the interest for sustainable clothing has therefore significantly increased. LÄS MER

  5. 9. No cap: Striving for authenticity : LGBTQ images and Gen Z’s perception of fast fashion brand authenticity

    Magister-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Maximilian Ignatzek; Matilda de Jong; [2022]
    Nyckelord :Brand authenticity; Brand Authenticity Construct; Fashion; Fast fashion; Advertising; Generation Z; Gen Z; LGBTQ; LGBTQ images; Perception; Perceptual process;

    Sammanfattning : Background: Brands have started paying attention to brand authenticity since consumer demand for authenticity is increasing. Especially Gen Z is constantly seeking for authentic, inclusive, and diverse brands as they are the first generation to choose brands based on authenticity. LÄS MER

  7. 10. Fashion marketing's role in purchase pressure

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

    Författare :Sara Hjälmeby; Sophie Vigren; [2022]
    Nyckelord :Fashion; Purchase Pressure; Marketing Communications; Overconsumption; Sustainable Branding;

    Sammanfattning : The purpose of this study is to examine the relation between online communication in marketing and customers’ purchase pressure. We further examine if the customer’s perception of the brand’s authenticity and genuineness affects the perceived purchase pressure. LÄS MER