Sökning: "brand credibility"

Visar resultat 41 - 45 av 230 uppsatser innehållade orden brand credibility.

1. 41. The determinants of Chinese consumers’ purchase intention regarding online-celebrity brand products

   Magister-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :JIE CHEN; [2022]
   Nyckelord :Online celebrity; Brand; Purchase intention; Chinese consumers;

   Sammanfattning : As the digital society, built up by the internet, gradually changes people's lives, online celebrities are emerging in China and have discovered the huge business opportunities of online platforms by establishing their own brands. Many brands created by Chinese online celebrities are increasingly popular among consumers, such as Li Ziqi and Taozi Sister. LÄS MER

3. 42. Den hållbara resan genom socialt ansvar

   Kandidat-uppsats, Lunds universitet/Avdelningen för modevetenskap

   Författare :Amanda Claydon; Kajsa Karlsson; [2022]
   Nyckelord :Code of Conduct; CSR; Ethical Corporate Social Responsibility; Offshoring; Outsourcing; Social Sustainability; Supply Chain; Transparency; Cultural Sciences;

   Sammanfattning : The primary aim of the following study is to examine how a brand can achieve social sustainability by integrating ethical Corporate Social Responsibility (CSR) into their communication of reports. This thesis will study the two active fashion brands GANNI and H&M Group with material that consist of two qualitative content analyses of “GANNI Responsibility Report 2021” and “H&M Group Annual and Sustainability Report 2021”. LÄS MER

4. 43. Can celebrity endorser characteristics impact brand loyalty? : An explanatory study on celebrity endorsers’ characteristics with brand loyalty

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Ratchaneekorn Dewar; Khaliun Davaakhuu; [2022]
   Nyckelord :Celebrity endorsers’ characteristics; the trustworthiness of celebrity endorsers; the attractiveness of celebrity endorsers; the expertise of celebrity endorsers; brand loyalty.;

   Sammanfattning : Background: Nowadays, companies globally utilise various branding strategies to win and build strong brand loyalty. One of the marketing strategies tools that companies utilise since the 21st century is celebrity endorsement. LÄS MER

5. 44. Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Hany Wulandari; Nida Tanveer; [2022]
   Nyckelord :Social Media Influencers SMI ; SMI’s credibility; brand image; brand self-congruence; purchase intentions.; Business and Economics;

   Sammanfattning : This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. LÄS MER

7. 45. I will find you... But will I influence you? : A quantitative study on influencer endorsements impact on brand loyalty

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Evelina Rokka; Gustav Mattsson; Kim Vuorivirta; [2022]
   Nyckelord :Influencer marketing; social media influencer; influencer; celebrity endorsement; celebrity; endorsement; authenticity; credibility; trustworthiness; brand loyalty;

   Sammanfattning : Background: Brand loyalty is an essential asset for brands as it helps brands to build a strong brand. Therefore, brands invest a significant amount of money in their marketing efforts and strategies to create and maintain brand loyalty in an ever-competitive market. LÄS MER