Sökning: "brand loyalty"

Visar resultat 36 - 40 av 500 uppsatser innehållade orden brand loyalty.

  1. 36. Brand equity in the Twitch streamers market : A quantitative study of David Aaker’s brand equity model.

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Författare :Andreea Anchidin; Sofia Bigert; [2023]
    Nyckelord :Brand Equity; Brand Loyalty; Brand Awareness; Brand Associations; Perceived Quality Streamers; Influencers;

    Sammanfattning : Purpose: This research aims to test the application of a customer-based brand equity model, based on Aaker´s well-known conceptual framework of brand equity in the context of streamers.  Design/Methodology- This research has used multiple linear regression to test the relationship between brand equity and brand loyalty, brand awareness, brand associations as well as perceived quality. LÄS MER

  3. 37. Don't say the "S"word. The Impact of Buzzwords on Brand Trust.

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Lina Radilovic; August Strom; Salomé Morel Cavailhes; [2023]
    Nyckelord :Buzzword; sustainability; linguistics; brand image; brand trust; relationship management; brand loyalty.; Business and Economics;

    Sammanfattning : Purpose: To investigate the impact of buzzwords on consumers' perceptions of marketing messages and their impact on brand trust. Design/methodology/approach: This paper adopts a qualitative and quantitative research method. LÄS MER

  4. 38. Trocaderos rebranding – från töntigt till trendigt : En kvalitativ fallstudie om varumärkespersonligheten som strategisk aspekt vid rebranding

    Kandidat-uppsats, Stockholms universitet/Företagsekonomiska institutionen

    Författare :Hanna von Szalay; Vendela Nygren; [2023]
    Nyckelord :Rebranding; brand personality; brand strategy; Aaker; beverage industry; Trocadero; Rebranding; varumärkespersonlighet; varumärkesstrategi; Aaker; dryckesindustrin; Trocadero;

    Sammanfattning : I studier om rebranding görs det ofta en uppdelning i en visuell och en strategisk aspekt, där fokus i huvudsak ligger på den visuella aspekten. Det som saknas i forskning om rebranding är den strategiska aspekten – bland annat en förändrad varumärkesperson- lighet. LÄS MER

  5. 39. Turning Consumers into Supporters: Understanding Loyalty Through Football Teams

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Tim Kämpe; Axel Paulsson; Marcus Sjöberg; [2023]
    Nyckelord :Brand loyalty; Brand community; Brand heritage; Brand identity; Brand internalisation; Sports branding; Business and Economics;

    Sammanfattning : Purpose: The purpose of this paper is to examine the fans’ perspective of sport team loyalty and the reasons why brand loyalty is extremely high within sports. Methodology: This paper uses a qualitative research method with both primary data and secondary data. LÄS MER

  7. 40. The effects of different acquisition strategies on brand equity and purchase intention

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

    Författare :Pupu Jin; [2023]
    Nyckelord :Brand image; Acquisitions and Mergers; Automobile industry; Brand equity; Purchase intention;

    Sammanfattning : Purpose - This study investigates the effect factors of brand equity and purchase intention for the original brand from the M&A perspective, involving two types of acquisitions (acquiring a medium image brand and acquiring a high-end image brand). The study object is a Chinese low-end automobile brand, Changcheng, who seeks to improve the brand. LÄS MER