Sökning: "self-brand connection"

Hittade 5 uppsatser innehållade orden self-brand connection.

1. 1. Attract cash by being cool : Exploring the impact of brand coolness on customers willingness-to-pay

   Magister-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Karl Jansson; Simon Johansson; [2021]
   Nyckelord :Brand coolness; Status; Self-brand connections; Brand attitudes; Brand love; Word-of-mouth; Willingness-to-pay;

   Sammanfattning : Background: Brand coolness is a research area that has been established in prior research. Brand coolness has been defined as a subjective, dynamic, socially constructed, and positive trait brands have. LÄS MER

3. 2. The Role of Consumer’s Self-Identity on Pro-Environmental Behavioral- and Loyalty Intentions

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Buster Chuck Allan Grunau; Milou Cornelia Henrica Klijn; [2020]
   Nyckelord :Pro-Environmental Self-identity; Conspicuous Sustainability; Self-Congruence; Self-Brand Connection; Shopping Malls; Social Sciences;

   Sammanfattning : Thesis Purpose: We aim to enhance the understanding of why Swedish consumers perform pro-environmental behaviors and how this can be influenced by managers and marketers in the shopping mall environment, making the mall more attractive and shoppers more loyal. Theoretical Perspective: We take on a sociological perspective by researching constructs based on identity theory, conspicuous consumption, and the theory of self-congruity. LÄS MER

4. 3. Directing Customer Social Identity Through Influencer Marketing and Brand Co-creationActivities : A NA-KD Case Study

   Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Sylvie DellaBruna; Beata Edlund; [2020]
   Nyckelord :Influencer Marketing; Brand Co-Creation; Brand Communities; Brand-Self Connection; Brand Experience;

   Sammanfattning : Background: Today, for firms to engage with customers, it takes more than traditional advertisements, enticing prices and celebrity endorsements. Customers now rely on and expect to become an active rather than passive participant in the firm’s branding and marketing activities. LÄS MER

5. 4. Branding Public Transportation in Sweden

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Djenane Liasse; Jana Tigges; [2019]
   Nyckelord :Branding public transportation; Attitude towards Advertisement; Attitude towards Brand; Self-brand connection; Brand fit; Green Branding; Love Branding; Technology Branding; Business and Economics;

   Sammanfattning : Purpose: The purpose of this thesis it to investigate if and how branding in public transportation can influence sustainable consumer behaviour. It is of interest to analyse the influence of different branding concepts (green, love and technology) on attitude towards public transportation, the intention to use and recommend it. LÄS MER

7. 5. Se målet i backspegeln : En studie i storytelling på Volvo Personvagnar

   Kandidat-uppsats, Institutionen för samhällsvetenskap; Växjö universitet

   Författare :Linnea Jansson; [2009]
   Nyckelord :storytelling; self-brand connection; word-of-mouth; organisationskommunikation;

   Sammanfattning : I den här kandidatuppsatsen undersöks storytelling som kommunikationsform på Volvo Personvagnar. Studien presenterar organisationsberättelser som karaktäriserar företaget samt dess funktioner och betydelser. Vidare lyfter studien fram storytelling som verktyg för att påverka en publiks uppfattningar. LÄS MER