Sökning: "brand congruence"

Visar resultat 1 - 5 av 63 uppsatser innehållade orden brand congruence.

1. 1. TikTok-influencers: vad är ett vinnande koncept för framgång? En kvalitativ innehållsanalys om olika personliga varumärkesbyggande kommunikationsstrategier samt karaktärsdrag som är framträdande i svenska influencers TikToks

   Kandidat-uppsats, Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Författare :Yrsa Petersén; Filippa Sundman; [2024-03-04]
   Nyckelord :Personligt varumärke; influencer; kommunikationsstrategier; karaktärsdrag; TikTok;

   Sammanfattning : Executive summary The purpose of this thesis is to examine the construction of personal brands on influencers on the platform TikTok. Influencers - a very current and relevant phenomenon in today’s society, are gaining more power in the media landscape and have major influence on both social media users and companies. LÄS MER

3. 2. From Elite to Everyone: How User-Generated Content Democratizes Hermès and Challenges Its Exclusivity

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lovisa Smedmark; Karin Forslund; [2023]
   Nyckelord :Luxury brand perceptions; Brand awareness; Commodity theory; Self-brand association; Brand attitudes; User-generated content; Luxury brand management; Business and Economics;

   Sammanfattning : The purpose of this thesis is to add to existing research and create a deeper understanding regarding the influence of online narratives on luxury brand attitudes. The research aims to explore how luxury brands are portrayed by social media users, in order to gain a cohesive understanding of its effect on the attitudes that are formed towards the brand. LÄS MER

4. 3. Birds of a Feather Flock Together: Does Similarity Between Sponsor and Sponsee Predict a Successful Sponsorship? : A Study Based on External Congruence and Women’s Sports

   Magister-uppsats,

   Författare :Antonio Crnoja; Jesper Grandell; [2023]
   Nyckelord :congruence; sponsorship; sponsor; similarity; consumer behavior; women’s sports; ice hockey; ESCS; niche sports; external congruence; brand equity; brand awareness; brand image; perceived brand quality;

   Sammanfattning : Sponsorship is an essential part of marketing communications within sports (Biscaia et al., 2014). Congruence, or the degree to which a sponsor and an event mesh, is one of the main factors influencing sponsorship memory accuracy (Evans, 2019). LÄS MER

5. 4. Digital Transformation in the Fast Fashion Industry: How do Consumers Perceive Phygital Retail?

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Andi Nur Haeriah; Chiara Jutz; [2023]
   Nyckelord :Digital Transformation; Fast Fashion Brand; Phygital Retail; Customer-Based Brand Equity.; Business and Economics;

   Sammanfattning : The fashion industry has witnessed significant digital transformation, leading to the emergence of phygital retail that seamlessly integrates physical and digital experiences. This study explores the impact of phygital store design on customer-based brand equity in the fast fashion sector, focusing on the drivers and barriers that shape customer perceptions of phygital retail. LÄS MER

7. 5. Victoria's Secrets försök till omprofilering : En fallstudie om att förändra ett varumärke

   Kandidat-uppsats, Södertörns högskola/Institutionen för samhällsvetenskaper

   Författare :Vendela Ström; Nathalie Bchara; [2023]
   Nyckelord :Brand identity; Brand image; Rebranding; Brand Legitimacy; Woke Washing; Advertising; Stereotypes; Representation; Victoria’s Secret; Semiotics; Varumärkesidentitet; Varumärkesbild; Omprofilering av ett varumärke; Varumärkeslegitimitet; Reklam; Stereotyper; Representation; Victoria’s Secret; Semiotik;

   Sammanfattning : A strong brand is a valuable asset for modern companies. Victoria’s Secret is an American lingerie company that has had a well established and successful brand for years. However, the company’s net sales and market share have been decreasing since 2016. LÄS MER