Sökning: "brand responses"
Visar resultat 1 - 5 av 174 uppsatser innehållade orden brand responses.
1. Konsumenters Respons på Etiska Skandaler: En Undersökning av Varumärkesbild och Köpavsikt
Kandidat-uppsats, Högskolan i Gävle/FöretagsekonomiSammanfattning : Sammanfattning Titel: Konsumenters Respons på Etiska Skandaler: En Undersökning av Varumärkesbild och Köpavsikt. Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Busara Surapee och William von Sicard Handledare: Katarina Arbin Datum: 2024 – januari Syfte: Syftet med denna studie är att belysa etiska skandalers påverkan på konsumenternas köpavsikt och varumärkesuppfattningar. LÄS MER
2. Är betald UGC det nya sättet att göra reklam på?
Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Title: Is paid UGC the new way to market? Seminar date: 2024-01-11 Authors: Linnea Bengtsson, Sara Melgar, Madeleine Tran Advisor: Clara Gustafsson Key words: Brand attitude, Brand Equity, Trust, UGC, FGC Research questions: How does paid UGC affect customers’ brand attitude in relation to brands within the makeup industry? How does paid UGC affect makeup brands Brand Equity and CBBE? Purpose: The purpose of this study is to investigate how paid UGC affects young adults’ brand attitudes towards makeup brands and how the makeup brands’ Brand Equity is affected by paid UGC. Methodology: This study was constructed through a quantitative method by a survey that was sent out to the authors’ networks and 94 responses were of use. LÄS MER
3. The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Title: The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories Date of the Seminar: 2nd June 2023 Course: BUSN39 – Degree in Global Marketing – Master Lever Authors: Camille Buob and Sebastian Franzén Supervisor: Burak Tunca Keywords: Product Category, Brand Type, Private Labels, National Brands, Consumer Perceptions Thesis Purpose: The aims of the thesis were (1) to investigate the effect of product categories on the perceptions of relative price, quality, risk, and value and (2) to test a moderation effect of brand types (Private Label or National Brand) on the relationships between the product category and the different perceptions. Methodology: A study was conducted with four different products that were representative of two different product categories - food and household, and within each product category different types of brands were selected - private label and national brand. LÄS MER
4. Varumärkeskännedom, digital innehållsmarknadsföring på sociala medier eller eWOM : En kvantitativ studie om vilket som har störst påverkan på konsumenters köpbeslut online
Kandidat-uppsats, Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhetSammanfattning : Purpose: The aim of the study is to find out which factor of brand awareness, digital content marketing on social media and eWOM, has the greatest impact on a consumer's online purchase decision. Methodology: A quantitative study that aims to create a basic understanding of which variable of brand awareness, social media content marketing and eWOM has the greatest impact on a consumer's purchase decision. LÄS MER
5. Gillette ‘We believe: the best men can be’ – the advertisement that shaved itself off the market.
Magister-uppsats, Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och RättsvetenskapSammanfattning : Background: The 2019 Gillette advertisement ‘We believe: the best men can be’ was released when the #MeToo movement was gaining momentum. The commercial addressed conventional ideas of masculinity and received a lot of public criticism for its message. LÄS MER