Sökning: "brand vs. product"

Visar resultat 1 - 5 av 14 uppsatser innehållade orden brand vs. product.

1. 1. Does Brand Personality Beat Sustainability Claims?

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Emilia Gottbrink-Müller; Jennifer Teurnberg; [2023]
   Nyckelord :Consumer preconceptions; Sustainability preconceptions; Brand image; Brand personality; Luxury;

   Sammanfattning : Sustainability has been an inevitable topic globally and its importance is not expected to decline in the near future. Lately, sustainable options have taken a bigger proportion of the market share within the fashion industry. LÄS MER

3. 2. Staying competitive with the help of social proof - A quantitative study on the strength of different social proof tactics in an online context and the moderating effect of brand equity

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Marcus Hagström; Teo Bodin; [2021]
   Nyckelord :social proof; e-commerce; popularity information; customer reviews; brand equity;

   Sammanfattning : The recent growth in global e-commerce sales caused by the Coronavirus pandemic has created cause for retail brands to re-evaluate the employed social influence tactics on their online product pages in an effort to remain competitive. Two tactics which are commonly used on these online product pages are popularity information statistics and customer reviews. LÄS MER

4. 3. Make a Fashion Statement with Transparency: An experimental study on the antecedents of consumers’ perceptions of brand transparency

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lovisa Gunnarsson; Maria Victoria Rocha Guerrero; [2019]
   Nyckelord :Brand Transparency; Brand Effort; Message Sidedness; Sustainability Involvement; Apparel Industry; Business and Economics;

   Sammanfattning : Thesis purpose: The purpose of this paper is to investigate the antecedents of brand transparency and test their impact on the customers’ perception of transparency within the apparel industry. More specifically, the study has two objectives firstly, to identify the antecedents of consumers’ perception of brand transparency, and secondly, to empirically test the identified antecedents and their impact on the perception of brand transparency. LÄS MER

5. 4. PURPOSE + PRODUCT = PURCHASE? Om effektskillnader mellan syftesdriven marknadsfo ring med varuma rke alternativt produkt i fokus i reklamen

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :My Persson; Oscar Dieden; [2019]
   Nyckelord :purpose-driven marketing; purpose-driven advertising; brand-related effects; brand vs. product; environmentally conscious consumers;

   Sammanfattning : Purpose-driven marketing, where companies aim to take individual and/or social responsibility, has in recent years taken a more central role in marketing. While vast literature about Corporate Social Responsibility exists, research on the effects of purpose-driven marketing is scarce. LÄS MER

7. 5. Never Mind(set) the Number: A study on numerical construal in the mind of a consumer

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Izabell Jissbom; Matilda Björklund; [2018]
   Nyckelord :Construal Level Theory; Numerical Cognition; Product Performance; Brand Liking; Mindset;

   Sammanfattning : Companies are constantly competing to breach out with their marketing communication to reach customers' attention. The landscape is a highly competitive one and to disrupt it various tactical strategies need to be utilized. Such strategies include various practices of new product announcements, e.g. LÄS MER