Sökning: "virtual brand communities"

Visar resultat 1 - 5 av 6 uppsatser innehållade orden virtual brand communities.

  1. 1. The dynamic process of brand negotiation in virtual brand communities in the airline industry - a case study of a full-service carrier, KLM Royal Dutch Airlines

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Jing Rong Chang; Corina Choi Magnusson; [2021-07-01]
    Nyckelord :Brand negotiation; virtual brand communities; trust and commitment; actor-network theory; airline industry;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER

  2. 2. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Författare :Rebecca Ketola; Sandra Norrman; [2019]
    Nyckelord :UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

    Sammanfattning : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. LÄS MER

  3. 3. The Role of Online Brand Community and Social Networks in Corporate Brand Development: A focus on the machinery equipment industry

    L1-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jiewen Cheng; Maria Contreras; Thuy Duong Nghiem; [2019]
    Nyckelord :B2B companies; Online brand community; Social networks; Relationship marketing; Corporate brand building; Business and Economics;

    Sammanfattning : Purpose – This paper aims to explore online brand communities on social media platforms, built by B2B companies in the machinery equipment industry, and how these virtual spaces can contribute to relationship marketing and corporate brand building. Design/methodology/approach – The paper adopts both literature review and a multiple case study approach of two companies, Caterpillar and John Deere, in order to provide in-depth understanding and new insights. LÄS MER

  4. 4. Brand communities within esports : The interactions between esport organizations and consumers

    Kandidat-uppsats,

    Författare :Markus Holmström; Larglind Sopaj; Douglas Nord; [2019]
    Nyckelord :esports; esport organizations; brand community; virtual brand community;

    Sammanfattning : Background:           In 2019, the esport industry is expected to become a billion-dollar                                  industry. This new industry has presented rapid growth in recent times                                  which has led to new organizations and companies being formed to                                  capitalize on this opportunity. LÄS MER

  5. 5. Brand consistency : A case study of Stadium

    Magister-uppsats, Högskolan i Borås/Institutionen Textilhögskolan; Högskolan i Borås/Institutionen Textilhögskolan

    Författare :Charlotte Hedin; Britta Balogh; [2011]
    Nyckelord :brand consistency; branding; brand identity; brand image; relationship marketing; customer loyalty; brand communities; additional value; retail; sports chain;

    Sammanfattning : A brand has to communicate to its customers in a consistent way to achieve a strong position and to distinguish from competitors on today’s market. Many companies operate and offer their products and services on the current market in physical and virtual environments. LÄS MER