Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 9 of 9 for “"brand authenticity"”.
-
Verifying Authenticity: Blockchain Technology as a tool to rebuild consumer trust in brand authenticity claims.
Consumer trust in brand claims of authenticity is at an all-time low due to an influx of marketing techniques effectively muddling claims of authenticity. The study explores the potential for Blockchain Technology (BCT) to act as a tool to rebuild consumer trust in brand authenticity claims and …
-
Brand authenticity of luxury products: exploring the ruling relationship between consumer and brand as policy-actor groups
… is a transdisciplinary research of luxury brand management. It is conducted by studying the policy actor groups. I engaged myself in this autoethnography research as a professional practitioner. I applied role theory and Narrative Policy Framework (NPF) in my autoethnography research to …
-
The Framing of CSR Messages and how they are interlinked with Brand Heritage and Authenticity for selected UK Grocery Retailers.
… corporate social responsibility (CSR) values in brand communications is difficult to get right. In particular, limited prior research has examined the evolving nature of CSR and how it is enacted within brand heritage and authenticity. In addressing this gap, this research examines the CSR …
-
Branding Beyond the Rainbow: An Exploration of Authentic Advertising for Gen-Z's LGBTQ+ Community
“Brand authenticity” is an interesting concept. It’s difficult to objectively define, hard to effectively execute, yet remains a requirement in winning the hearts of consumer audiences. Generation-Z, the most diverse and openly LGBTQ+ generation yet, places high value upon authenticity and …
-
Centennial Brand Heritage: Exploring How the Dynamic of Nostalgia Drives Trust, Satisfaction, Commitment, and Control Mutuality in Gen Z's Consumer Brand Relationships
Centennial brands, with a history spanning over a hundred years, continue to foster strong consumer-brand relationships despite evolving consumer behaviors and technological advancements. This dissertation explores the critical role of nostalgia in shaping and sustaining consumer-brand …
-
Mediating influences in intracommunity brand engagement: The performance of brand faces and brand heroes on the brand stage
… explores the relationship that forms between brand communities and those faces and heroes that represent the brand organisation. Previous research has focused on the direct relationships that individuals form with celebrities in the form of imagined parasocial or pseudo-relationships. The …
-
Mediating influences in intracommunity brand engagement: The performance of brand faces and brand heroes on the brand stage
… explores the relationship that forms between brand communities and those faces and heroes that represent the brand organisation. Previous research has focused on the direct relationships that individuals form with celebrities in the form of imagined parasocial or pseudo-relationships. The …