Sökning: "consumer-brand relationship"
Visar resultat 1 - 5 av 43 uppsatser innehållade orden consumer-brand relationship.
1. The Formula to Success
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Research question: How does the consumer-brand relationship evolve between fans and highprofile sport teams? Purpose: The aim of this thesis is to understand how the consumer-brand relationship evolves between fans and high-profile sports teams, more specifically, Formula 1 teams. It will explore the triadic relationship that exists with other consumers in addition to the dyadic relationship between a brand and a consumer. LÄS MER
2. Sharing is Caring: A qualitative study on the impact of Netflix’s latest policy change on brand promise, brand loyalty, and consumer-brand relationships
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : The purpose of this study is to investigate the consequences of Netflix’s latest policy change on consumers’ perceptions of the brand promise and on their willingness to continue using the service. Furthermore, we aim to explore the negative emotions that arose in response to the policy change... LÄS MER
3. When Reality Outweighs Ethics in Cancel Culture: A Theorisation, Modelling, and Empirical Exploration of Brand Cancellation
Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : The phenomenon of cancel culture is one we all witness and sometimes partake in, and it has recently become a hot topic in research. However, the literature on this phenomenon is still in its infancy. LÄS MER
4. AI marketing & brand relationships: A qualitative study about consumer-brand relationships, personalized marketing and the personalization-privacy paradox
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Thesis purpose: to explore what influence consumer-brand relationships may have on consumers’ perceptions of personalized marketing and the personalization-privacy paradox. Methodology: to understand each of the respondents' different perceptions of the thesis’ purpose and research question, a relativist and social constructionist approach were applied. LÄS MER
5. Mikro influencers inverkan på varumärkesengagemang : En kvalitativ studie om hur konsumentens varumärkesengagemang påverkas av produkter marknadsförda av mikro influencers på Instagram
Kandidat-uppsats, Södertörns högskola/FöretagsekonomiSammanfattning : In recent years, influencer marketing has become an innovative and interesting concept within marketing. The growth of digitization and the increasing popularity of digital platforms have enabled influencers to reach a worldwide audience. Traditional marketing has evolved into influencer marketing with the help of influencers. LÄS MER