Sökning: "brand communication"

Visar resultat 21 - 25 av 1325 uppsatser innehållade orden brand communication.

1. 21. Trust in Motion: Navigating the Liability of Distrust in Autonomous Vehicle Digital Brand Communication

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Saga Blomström; Josef Waldfogel; [2023]
   Nyckelord :Automated vehicles; Autonomous; AV; Artificial intelligence; AI; SAE level 5; Digital Brand Communication; Liability of distrust; Startups; Source credibility model; Framing theory; Social Sciences;

   Sammanfattning : While previous research has primarily focused on the sources and causes shaping attitudes towards artificial intelligence and autonomous vehicles, this research attempts to shed light on the communication efforts employed by autonomous vehicle companies. Using qualitative content analysis of the website material from three distinct SAE level 5 autonomous vehicle organizations, the study aims to achieve two primary objectives: to investigate how digital brand communication in the autonomous vehicle industry addresses the liability of distrust, and to propose improvements for redesigning communication to reduce consumer distrust. LÄS MER

3. 22. CSR communication and the use of recycled synthetic fibres in the fashion industry: A content analysis study of two Swedish fashion brands

   Master-uppsats, Lunds universitet/Miljövetenskaplig utbildning; Lunds universitet/Centrum för miljö- och klimatvetenskap (CEC)

   Författare :Linn Löfling; [2023]
   Nyckelord :recycled synthetic fibres; fast fashion; slow fashion; CSR communication; Earth and Environmental Sciences;

   Sammanfattning : The fashion industry is one of the largest contributors to environmental issues and has a significant part of plastic production due to the use of synthetic fibres. Much scientific research indicates that the fast fashion model is a significant part of using synthetic fibres; however, slow fashion brands are also using the fibres. LÄS MER

4. 23. Beyond the Target Market : Investigating the Impact of Brand Activism on Brand Authenticity and Attitude in Non-Targeted Markets

   Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

   Författare :Tomke D'Souza; [2023]
   Nyckelord :Brand Activism; Brand Authenticity; Brand Attitude; Hyperconnectivity; Non-Target Markets;

   Sammanfattning : Nowadays, people around the world are connected through social networks. This hyperconnectivity implies that companies need to think about the perceptions and opinions of consumers who were not directly targeted by a campaign. LÄS MER

5. 24. A study on consumer perception of clothes repair and opportunities for brand intervention

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

   Författare :Hai Ly Pham; Ankita Kanjilal; [2023]
   Nyckelord :repair; clothing; circular economy; consumer behaviour; brand intervention;

   Sammanfattning : Repairing is one of the alternative business alternatives at the end-of-life phase of clothing, that is seen to be a potential solution for the biggest challenge that the fashion industry faces today - waste. The purpose of this research is to extend our collective understanding of consumers’ value in clothes that lead to their willingness to keep a garment in use for longer. LÄS MER

7. 25. eCRM PERSONALIZATION STRATEGIES : Influence of content personalization on consumer engagement performance of email marketing campaigns

   Master-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Daniela Rodriguez; [2023]
   Nyckelord :CRM; email marketing; content personalization;

   Sammanfattning : Background: As personalization has become a common CRM strategy for companies to create valuable relationships with customers, users are receiving an increased amount of personalized communication, further research is needed on the influence of content personalization in specific channels, to improve customer engagement.  Purpose: This paper seeks to analyse the influence of eCRM content personalization strategies on the consumer engagement performance of email marketing campaigns building upon existing knowledge about the benefits and opportunities of personalization strategies. LÄS MER