Sökning: "brand uniqueness"

Visar resultat 1 - 5 av 49 uppsatser innehållade orden brand uniqueness.

1. 1. The role of customer-based brand equity in the direct-to-consumer business model

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lara Stahl; Elsa Dardeau; Paul Joubert; [2023]
   Nyckelord :D2C; direct-to-consumer business model; customer-based brand equity; perceived brand quality; brand awareness; brand image; brand uniqueness; Business and Economics;

   Sammanfattning : This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. LÄS MER

3. 2. “The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Nazerath Sithara Novak; Josephine Hannah Palmeholt-Letchumanan; [2023]
   Nyckelord :Business and Economics;

   Sammanfattning : This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. LÄS MER

4. 3. "Blott Sverige svenska krusbär har" : En kvalitativ studie om nation branding av svensk måltidskultur

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

   Författare :Jogér Sebastian; [2022]
   Nyckelord :turism; måltidsturism; marknadsföring; måltidskultur; kultur; mat; foodie; nation branding; storytelling; profilering;

   Sammanfattning : This candidate thesis contains a qualitative study of how Sweden markets its gastronomicculture internationally through nation branding. The study was conducted through adeductive research approach. Through nation branding, Sweden has become the new, littlestar on the gastronomic world scene. LÄS MER

5. 4. The price of sustainable skincare : A multimodal critical discourse analysis of influencing on TikTok

   Master-uppsats, Jönköping University

   Författare :Chiara Savorelli; [2022]
   Nyckelord :sustainable skincare; capitalism; TikTok; influencer; class discourse analysis;

   Sammanfattning : This thesis investigates the role of so called sustainable influencers in the communication of sustainable skincare on TikTok. Several videos are analysed using MCDA as a method and enriching the analysis with interviews performed to the influencers whose videos have been object of examination. LÄS MER

7. 5. The Odd Couple

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jesper Gunnarsson; Lukas Morneweg; [2022]
   Nyckelord :Unconventional Brand Collaborations; perceived fit; brand partnerships; consumer culture perspective; Gen Z; Business and Economics;

   Sammanfattning : The purpose of this research is to explore the phenomenon of Unconventional Brand Collaborations from a consumer culture perspective and discover the factors that make them appealing to Gen Z. Hence, this study aims to give another perspective than the one given by previous literature on brand collaborations, which emphasizes the need for a high perceived fit between the parent brands. LÄS MER