Sökning: "brand-customer"

Visar resultat 1 - 5 av 9 uppsatser innehållade ordet brand-customer.

  1. 1. Love is all you need - Defining the concept of love brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Lisa Lindenmeyer; Franziska Seifried; Alma Varga; [2023]
    Nyckelord :brand love; brand-customer relationship; brand loyalty; love brands; Business and Economics;

    Sammanfattning : Purpose: The term “love brand” has recently become a buzzword among marketing practitioners. Therefore, the purpose of this paper is to define this concept, its elements, and how customers express the love they feel towards their love brand(s) in order to create a shared understanding among practitioners and the academic world. LÄS MER

  3. 2. How does brands' participation in an accidental controversy affect their reputation? : An application of the situational crisis communication theory to firestorms

    Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Författare :Nina Björnsson; [2023]
    Nyckelord :Firestorms; Situational Crisis Communication Theory; reputation; trust recovery;

    Sammanfattning : This study aims to investigate the strategies used by brands to recover from firestorms following controversies in the age of social media. The focus is on understanding the brand-customer relationship aspect of firestorms and the importance of monitoring and comprehending them to minimize their impact. LÄS MER

  4. 3. Förutse företagskrisen innan den sker : - En kvalitativ studie om hur företag i olika branscher effektivt kan förebygga en företagskris på kort och lång sikt.

    Uppsats för yrkesexamina på avancerad nivå, Högskolan i Halmstad

    Författare :Anna Odin; Ema Feratovic; [2023]
    Nyckelord :Crisis communication; Crisis management; Press release; PR; Brand Equity; e- WOM; Brand reputation; Brand trust; Scandal; Varumärke; Kundlojalitet; Krishantering; Kriskommunikation; Pressmeddelande; PR; Varumärkeskapital; e-WOM; Företagsrykte; Varumärkesförtroende; Företagskris;

    Sammanfattning : Företag blir idag mer exponerade för negativ publicitet än tidigare i och med digitaliseringens framfart. Det är därför viktigt för företag att veta hur de ska hantera den negativa publiciteten som mottages för att sedan kunna förebygga en kris och sitt företagsrykte genom väl genomtänkta strategier. LÄS MER

  5. 4. Integrated NFC in product packaging : How the use of integrated Near Field Communication in product packaging can change the user experience for Generation Z and enable stronger relationships with brands

    Kandidat-uppsats,

    Författare :Noah Mooiman; Simon Andersson; [2022]
    Nyckelord :near field communication; product packaging; user experience; brand-customer relationships; engagement; Generation Z; smart interactive packaging;

    Sammanfattning : Over the past decades, technological advancements have made everyday objects smart, and naturally, these developments have reached the packaging industry too. Packaging equipped with sensors and chips can provide new experiences to its customers and one of the technologies that has shown its potential to contribute to this is Near Field Communication (NFC). LÄS MER

  7. 5. Value co-creation and Industry 4.0 : A comparative cross-case study of luxury vs. fast-fashion brands

    Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Dumitru Lopusneac; [2020]
    Nyckelord :co-creation; industry 4.0; fashion; luxury; fast-fashion;

    Sammanfattning : Consumers have changed their behaviour from passive roles to active ones, demanding their beloved brands to be integrated into long-lasting customer-brand relationships. With this ideology, which is the basis for the S-D logic, there is an on-going scientific debate on the value co-creation phenomenon and its effects on sustaining long-term brand-customer relationships in the context of the fashion industry. LÄS MER