Sökning: "brand community"

Visar resultat 1 - 5 av 146 uppsatser innehållade orden brand community.

  1. 1. Exploring brand identity practice in video game start-ups : Industrial Marketing

    Uppsats för yrkesexamina på avancerad nivå, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Författare :Andreas Harding; [2019]
    Nyckelord :Brand Identity; Corporate brand; Corporate identity; Corporate brand identity; Company brand; Start-ups; Strategic brand management.;

    Sammanfattning : The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. LÄS MER

  2. 2. “I crashed my car into a cement pole and cried all the way home but my eye makeup was still perfect” : A qualitative study of members’ sense of belonging within Sephora’s commodified community: Beauty Insider

    Kandidat-uppsats, Södertörns högskola/Institutionen för kultur och lärande

    Författare :Emma Ankarberg; [2019]
    Nyckelord :commodified communities; participatory culture; fan culture; consumer society; sense of belonging; online communities;

    Sammanfattning : This study seeks to understand ways in which members’ experience a sense of belonging within Sephora’s own commodified community: Beauty Insider. Three research questions are presented, the final one being of highest importance: in which way do members of Beauty Insider experience a sense of belonging? To be able to understand the members, previous research is presented where Muniz & O’Guinn’s (2001) study on Brand Communities is essential, as well as the study conducted by Dholakia et al. LÄS MER

  3. 3. Can Shared Pain Contribute To Brand Community?

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Anna-Sofia Cappelen; Linn Erander; Michael Trane; Oskar Johansson Borg; [2019]
    Nyckelord :CCT; Brand Community; Consumer Identity Project; Business and Economics;

    Sammanfattning : Ämne/Kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng Författare: Anna-Sofia Cappelen, Linn Erander, Michael Trane, Oskar Borg Handledare: Oskar Christensson Nyckelord: Brand Community, Consumer Culture Theory, Consumer Identity Project, Marketplace Cultures, Extremsport, CrossFit, Konsumtionsfenomen, Identitetsskapande, Gemenskap, Smärta. Syfte: Uppsatsen syfte är att öppna upp en ökad förståelse för det kollektiva identitetsskapandet som sker genom extremträning som ett konsumtionsfenomen via en kvalitativ forskningsmetod. LÄS MER

  4. 4. Co-creating Your Own Luck - A Quantitative Study of Non-participating Consumers' Responses to Communicated Consumer Co-creation in New Product Development

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

    Författare :Jennie Padron Benitez; Sara Sahlquist; [2019]
    Nyckelord :consumer co-creation; new product development; customer-based brand equity; non-participating consumer responses; virtual customer integration;

    Sammanfattning : Consumers are deemed to be the most important external source used in innovation processes. Recently, the interest in consumer involvement in new product development has increased, both in practice and within research. LÄS MER

  5. 5. Samspelet

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Viktor Kihlberg; Philip Carabi; [2019]
    Nyckelord :Samskapande av varumärkesmening; varumärkesgemenskap; varumärkesfans samskapande; Twitter; strategisk kommunikation; digitala medier; AS Roma; varumärkeskommunikation; Brand meaning co creation; brand community; brand fans; brand co-creation; strategic communication; digital media; brand management; brand communication.; Social Sciences;

    Sammanfattning : The rise of social media has enabled brands to communicate with their customers in new ways. A growing phenomenon within brand communication is the opportunity for consumers to co-create meaning for the brand. The basis for this study was the simplified view of co-creation in the field of research. LÄS MER