Sökning: "co-branding"

Visar resultat 11 - 15 av 96 uppsatser innehållade ordet co-branding.

1. 11. The Millennial Eyes : A Study Of Consumers’ Response Towards Sustainable Fashion Collaborations’ Communication

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

   Författare :Cecilia Sion; Yasmine Nehmé; [2021]
   Nyckelord :fashion collaborations; sustainable fashion; communication of sustainability; fashion communication; millennial consumers;

   Sammanfattning : The fashion industry has faced a radical change in how the market has been operating towards a more digitized landscape, and several fashion brands have started developing greater customer experiences as well as engaging the consumers with conveyance of authentic content. Since fashion collaborations can increase awareness and have an immense impact on the consumers’ perception, the concept of creating sustainable collaborations have become an ideal way to meet the needs of the millennial consumers. LÄS MER

3. 12. Factors Influencing Consumers’ Purchase Intention of Co-branded Products with Eco-labels

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Junru Li; Maria Cristina Mincic; [2020-06-25]
   Nyckelord :co-branding; eco-label; brand equity; eco-label equity; perceived fit; ease of transfer; product evaluation; purchase intention;

   Sammanfattning : Purpose The purpose of this study is to explore the factors that influence consumers’ purchase intention of co-branded products with eco-labels in the clothing industry and to what extent these factors affect consumers’ purchase intention. The study fills in a research gap by also investigating the result of the co-branding on the purchase intentions of the consumers. LÄS MER

4. 13. Kändisars varumärke förstärker reklam : Påverkan av kändisars och företags varumärken i reklam

   Kandidat-uppsats, Högskolan Dalarna/Bildproduktion

   Författare :Wilma Lundblad Molin; [2020]
   Nyckelord :Kändisar; reklam; varumärke; företag; co-branding;

   Sammanfattning : Denna uppsats kommer att handla om kändisars varumärke samt företagsvarumärke och hur detta används i reklam för att nå fram till publiken och skapa enmening med reklamfilmen. Syftet med uppsatsen är att förstå hur två varumärken kansamspela för att skapa en trovärdig reklam. LÄS MER

5. 14. Research on Chinese Millennial Consumers’ Perception of Co-branded Fashion Collections

   Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Huashuai Yang; Yusi Zhang; Zijie Zhou; [2020]
   Nyckelord :Co-branding; Fashion Industry; Chinese Millennial Consumers;

   Sammanfattning : Background: In fashion market, with the emergence of new brands and changing customer preference in style, competition is fierce nowadays. Brand is an intangible asset that fashion brands build and leverage to secure market position and customer loyalty, which leads to a competitive advantage. LÄS MER

7. 15. An empirical study of the co-branding partner selection strategy : A perception from the negative perspective combing with consumer psychology

   Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Tongda Lu; Jiawen Ji; Jingming Zhang; [2020]
   Nyckelord :Co-branding; cross-branding; brand identity; consumer psychology.;

   Sammanfattning : In recent years, the fashion industry has set off a trend of co-branding, and co-branding has become a unique marketing strategy for major brands to obtain benefits. However, there are potential risks when brands are selecting joint partners. LÄS MER