Sökning: "brand abandonment"

Hittade 3 uppsatser innehållade orden brand abandonment.

  1. 1. The Intention Of China’s Generation-Y To Abandon A Brand After A Celebrity Endorsement Scandal: A Theory Of Planned Behavior Approach

    Magister-uppsats, Jönköping University

    Författare :Paul Van Caenegem; Yajun Liang; [2022]
    Nyckelord :Theory of Planned Behavior; Celebrity endorsements; Celebrity Scandals; China s Generation-Y;

    Sammanfattning : Background: With increased scrutiny of celebrities by the Chinese government, more and more celebrities are being exposed to being caught in various scandals. This leads to the challenge of how companies respond to such celebrity endorsements followed by scandals to incorporate the intentions of independent, socially conscious China’s Generation-Y. LÄS MER

  3. 2. Brand Equity and Data Privacy: Beyond Selling Eyeballs : A business case for online privacy-friendly data practices in regions covered by the GDPR.

    Kandidat-uppsats, Jönköping University/JTH, Avdelningen för datateknik och informatik

    Författare :Maria Arango Kure; [2022]
    Nyckelord :Online brand equity; consumer behavior; pay-with-data transactions; data disclosure; privacy preferences; data control techniques;

    Sammanfattning : This thesis investigates the ways in which businesses’ privacy practices in pay-with-data scenarios affect the way users interact with the business, both in terms of their on-site behavior and the creation of brand equity, in regions covered by the GDPR. I address a gap in the literature by exploring a possible business case for using privacy-friendly data collection practices in the context of brand equity creation and growth. LÄS MER

  4. 3. From Loyalty to Disloyalty : Exploring negative consumer-brand relationships in social media

    Magister-uppsats, Jönköping University

    Författare :Nikolay Nikolov; Juan Pablo Gonzalez; [2020]
    Nyckelord :consumer; brand; consumer-brand relationships; brand loyalty; loyalty loop; brand hate; brand abandonment;

    Sammanfattning : Brand loyalty has been studied extensively in consumer-brand relationship literature. However, the negative side of these relationships has not been studied to the same degree. This paper starts with Court et al. LÄS MER