Sökning: "brand-cause fit"

Hittade 5 uppsatser innehållade orden brand-cause fit.

1. 1. The consumer perspective of brand activism : A qualitative study of how consumers view brand activism and the genuineness of it

   Master-uppsats, Stockholms universitet/Marknadsföring

   Författare :Nadezda Pavlovica; Jeannie Lendeng; [2023]
   Nyckelord :Brand activism; consumer perception; brand resonance; sociopolitical issues; brand-cause fit; brand authenticity;

   Sammanfattning : Upon Russia’s invasion of Ukraine and the outbreak of war in early 2022, brands around the world took a stand to mark their position against Russia and in support of Ukraine. Even brands that did not have any direct ties to Russia or any involvement in the conflict distanced themselves from being associated with Russia by ceasing operations, stopping sales, or changing brand names. LÄS MER

3. 2. Small Purchases Make A Big Difference

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Alice Pettersson; Charlotte Sternberg; [2022]
   Nyckelord :FMCG; Brand Loyalty; Brand-Cause Fit; Brand Activism; Repurchase Intentions; Business and Economics;

   Sammanfattning : The high competition in the FMCG market today has led to an increased focus on retaining customers and adding value beyond the core business interest. Consequently, most brands engage in cause-related activities to drive brand loyalty. LÄS MER

4. 3. When Business Becomes Politics - A Study of Consumers' Perceptions and Responses to Brand Activism

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Cecilie Pedersen Broberg; Ifigenia Doshoris; [2020]
   Nyckelord :Brand Activism; Consumer Activism; Brand Meaning; KLM; SAS; Business and Economics;

   Sammanfattning : Thesis purpose: The purpose of this study was to gain an understanding of consumers' perceptions of the phenomenon of brand activism, and how they respond to it. Theoretical perspective: For the theoretical foundation we drew upon the literature streams within brand activism, consumer activism and brand meaning. LÄS MER

5. 4. It’s Time To Become Brave - The Phenomenon of Social Brand Activism

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Carolin Bruder; Helena Lübeck; [2019]
   Nyckelord :Social Brand Activism; Brand Personality; Brand Activism; Brand-Cause Fit; Source Credibility; Company Motives; Sportswear Brands; Business and Economics;

   Sammanfattning : Purpose - Since the phenomenon of social brand activism is an emerging concept in literature and considered as a differentiation strategy for corporate brands, the purpose of this study is to evaluate the impact of social brand activism on the different brand personality dimensions. In addition, the study aims to examine if a high brand-cause fit enhances the effectiveness of social brand activism. LÄS MER

7. 5. Cause related Marketing - en jämförelse mellan brand-cause fit och consumer-cause fit i reklamkampanjer

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Cornelia Grimshorn; Ann-Charlott Jurlander; Aleksander Saga; [2013]
   Nyckelord :CSR; CrM; consumer-cause fit; brand-cause fit; konsumentbeteende; Business and Economics;

   Sammanfattning : Syftet med studien var att undersöka studenters attityder till CrM samt se om det finns skillnader i studenters attityder gentemot CrM med brand-cause fit och CrM med consumer-cause fit och med studien ämnade vi bidra till existerande teori och forskning om CrM. Studiens empiri utgörs av insamlad data från 236 stycken pappersenkäter som besvarades av kaffedrickande och margarinätande studenter på Ekonomihögskolan i Lund samt Lunds Tekniska Högskola. LÄS MER