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This paper aims to explore and analyze the intricate relationship between the direct-to-consumer (D2C) business model and customer-based brand equity. This study utilizes a qualitative approach to gather primary data, aiming to gain profound insights into customer perspectives regarding the impact of the D2C business model on trust, loyalty, and value perception. A focus group methodology was chos
Product packaging has an impact on consumers' perception of the product and their purchasing decisions. In product packaging, colour is an important design factor. Therefore, this research paper will explore the impact of the colour of packaging on consumers' willingness to buy the product, as well as the consumers' perception of the products in the food industry.
The purpose of this paper is to find the critical success factors of becoming a successful Challenger Brand. This paper aims to analyse the strategies and factors that contribute to the success and failures of these challenger brands. The report examines the importance of market research, customer-centricity, timing, and differentiation as the foundational principles for Challenger Brands to enter
Purpose: This paper aims to analyze the relative pricing of co-branding collaborations in the fashion industry to gain a deeper understanding of the effects on their respective brand equity. Design/method: This paper adopts a qualitative approach involving case studies on several co-branding collaborations in the fashion industry (H&M x Balmain, Adidas x Gucci, Fendi x Versace). In addition to
Syftet med detta examensarbete är att öka kunskapen kring hur AI inom fysisk Retail får konsekvenser för konsumenters värdeskapande. Vikten av kompetens och kunskap i kombination med teknik betonas för att möjliggöra förbättrade kundupplevelser inom fysisk retail. Kundens köpbeslut påverkas främst av människors kunskap och kompetens, där tekniken kompletterar och stöttar den mänskliga interakThe purpose of this thesis is to increase knowledge about how AI in physical Retail has consequences for consumers' value creation. The importance of competence and knowledge in combination with technology is emphasized to enable improved customer experiences in physical retail. The customer's purchase decision is primarily influenced by people's knowledge and competence, where tech
I Sverige ökar andelen äldre som är i behov av vård i livets slutskede i det egna hemmet. Multisjuklighet och livshotande diagnoser kan försvåra dödsprocessen, vilket i sin tur förutsätter att distriktssköterskan besitter förmågan att skyndsamt identifiera besvärande symtom och åtgärda dem. Den palliativa vården förespråkar ett holistiskt perspektiv där patientens fysiska, psykiska, sociala och ex
Abstract This project delves into the interplay of physical interfaces of electronic devices and the creative act of making music. Through a literature review, it was understood that there are key UI & UX principles which need to be followed in the development of user-friendly products of this type. In-depth interviews revealed that users find sub-menus challenging, desire a reduction in scre
Företaget mikrodust AB producerar så kallade test-fixturer. Test-fixturen är en apparat som används för att testa elektriska kretsar och produkter i produktion. Genom att strömsätta produkterna som testas i fixturen så kan det verifieras att produkter som ska till försäljning fungerar som avsett. I test-fixturen används kameror på två olika sätt. Dels används de för övervakning av produkterna soThe test-fixture is a device used for testing of electronic circuits in production, that is produced by the Lund based company mikrodust AB. In the test-fixture, cameras are both used for supervision of products-in-testing and in the products themselves. This poses a challenge due to the compact size of the test-fixture and the number of mechanical elements. This thesis aims to investigate how c
Purpose - The purpose of this paper is to investigate and analyze the brand creation process employed by international football clubs in relation to their brand identity. Methodology - The methodology for this paper utilizes a qualitative research approach with a multiple case study of four different football clubs, in support of a literature review, and with a proposed theoretical brand identity
The importance of brand history in brand heritage has often been stressed in research. However, it has not been researched how brands can create a brand heritage without making their personal history a focal point of their brand strategy. This paper examines if there is more than one way to conceive brand heritage.
Purpose: The purpose of this study is to assess potentially existing interdependencies between Brand Identity and a Multi-Level Marketing approach. Furthermore, the study aims to give theoretical and managerial recommendations for marketers as well as brand managers in order to make use of these interdependencies. The broader aim is to present the concept of Multi-Level Marketing that can be a val
Purpose: The purpose of this paper is to examine the fans’ perspective of sport team loyalty and the reasons why brand loyalty is extremely high within sports. Methodology: This paper uses a qualitative research method with both primary data and secondary data. The literature review with previous research was collected by secondary data whereas the primary data was collected by six semi-structured
Purpose: Brand Activism is a phenomenon that only recently became an area of greater interest. The aim of this paper is to follow a call for research and develop a framework that aids brand managers and other decision makers to identify essential prerequisites that their brand should have in place to increase the likelihood for successful Brand Activism. Design/ Methodology approach: The paper em
Purpose: The aim of this study is to advance an understanding of the potential of thought leadership as a strategic tool for brand building within B2B professional services companies. Research questions: How can thought leadership be utilized for brand building in B2B professional services companies? Design/methodology approach: This study employs a qualitative research approach utilizing a "
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. Methodology: First, a literature review is used to identify related t
Bakgrund: Övervikt och fetma är ett globalt problem som har ökat sedan 1975. Syfte: att undersöka skolsköterskors erfarenheter av att arbeta med barn mellan 13 och 18 år som har övervikt eller fetma inom skolhälsovården. Metod: Systematisk litteraturöversikt av kvalitativ metod. Endast artiklar av kvalitativ metod är valda från två databaser, CINAHL Plus samt MEDLINES Pubmed. De valda 15 artiklarn
Purpose: This study intends to explore how video games companies work with strategic brand management. Methodology: A qualitative literature review and case study of Blizzard Entertainment using Kapferer’s Brand Identity Prism. The data was collected from Blizzard as well as other secondary sources. Findings: The findings of this paper shows that Kapferer’s Brand Identity Prism was applicable to t
In this thesis I use a feminist poststructuralist framework to analyse a policy document within the program Communities That Care, implemented in Malmö, Sweden. This urban security initiative makes the socialization of children and youth its object, and problematizes the social and built organisation of local areas as a root cause of urban insecurity. It creates spaces for intervention (CTC-areas)
