Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. China has more social media users than any other country in the world and is housing platforms such as Weibo, WeChat or Xiaohongshu, thus with an ever-increasing demand for social interaction between a company and a customer, the search for the optimal marketing strategies in a hyper-competitive apparel market in China is in effect. With there being a lack of research in the field, the main purpose of this study is to examine how paid and earned social media channels impact apparel customer behavior in China. Firstly, the study aimed to see to what degree paid and earned media influences apparel consumption, and, secondly, it intended to see how social media marketing strategy impacts consumers' views on brand loyalty, brand awareness and purchasing behavior. In order to do this, a quantitative study has been conducted - nine hypotheses were formulated after an extensive literature review, from which a research model has been derived and a questionnaire used to gather the opinions of local Chinese social media users has been employed. Convenience with a non-probability sampling method was adopted to collect quantitative data. A total sample of 400 respondents participated in an online questionnaire, ranging from the age of 18 to 34 and having a relatively high education level. The SPSS program was applied to analyze the collected data with multiple statistical analysis methods: Cronbach alpha reliability test, factor analysis, and linear regression analysis to test internal consistency - Cronbach alpha, construct validity, and the relationship between dependent and independent variables. The study revealed that both social media marketing types have a positive effect on apparel consumer behaviors, however, paid media only mostly influences brand awareness of apparel brands, and earned media is very effective when it comes to influencing purchasing behavior and brand loyalty of apparel brands. Moreover, the utmost importance of Word-of-Mouth marketing has come to light, as the need for increased social value urges Chinese to promote products by sharing.

El propósito de esta investigación es determinar si el valor de marca en cigarrillos tiene relación con la lealtad de los consumidores de 18 a 25 años de edad, de nivel socioeconómico A y B de Lima Metropolitana. Se ha estudiado este tema, ya que existe un reto para los gerentes de las compañias más importantes de cigarrillos en el país, el cuál es que estas marcas no pueden publicitar o tienen espacios muy limitads. De esta manera con este estudio se busco encontrar de que manera logran generar valor y comprabar si tiene una relación directa con la lealtad. Luego de haber realizado este estudio mixto, se llegó a la conclusión que el valor de la marca está relacionado con la lealtad de la marca. Asimismo se comprobó que las variables: Conocimiento de marca, Actitud hacia la marca y Relación con la marca tienen una influencia positiva con la lealtad de marca. Los resultados de la investigación cualitativa fueron determinantes, ya que los entrevistados nos dieron información relevante sobre los momentos de consumo, cuales eran sus sensaciones con algunas marcas de cigarrillos y que tanto valoraban que estas generen un valor de marca. Por último, los resultados de la investigación cuantitativa nos permitió tener conclusiones propias a través de los cruzes de las variables mas importantes y logramos tener conclusiones hacia el tema. / The purpose of this investigation is to determine if the brand value in cigarettes is related to the loyalty of consumers 18 to 25 years of age, socioeconomic level A and B of Metropolitan Lima. This topic has been studied, since there is a challenge for the managers of the most important cigarette companies in the country, which is that these brands cannot advertise or have very limited spaces. In this way, this study sought to find out how they can generate value and buy if it has a direct relationship with loyalty. After having done this mixed study, it was concluded that the value of the brand is related to brand loyalty. It was also found that the variables: Brand awareness, Attitude towards the brand and Relationship with the brand have a positive influence with brand loyalty. The results of the qualitative research were decisive, since the interviewees gave us relevant information about the moments of consumption, what were their feelings with some brands of cigarettes and who valued them so much that they generate a brand value. Finally, the results of the quantitative research allowed us to have our own conclusions through the crossings of the most important variables and we managed to have conclusions on the subject. / Trabajo de investigación

Increased consumer awareness together with the importance of sustainable consumption is currently a highly debated topic. Frequently, the media reports scandals from strong international brands, revealing information regarding deficiencies linked to the brands social sustainability efforts. As a consequence, some consumers are starting to put higher demands on social sustainability by spreading condemnations. This is to prevent injustices such as child labour and modern slavery. The condemnation can be in the form of negative word-of- mouth or by boycotting the brand. This is something that can affect the brand strongly by damaging the consumers perception of the brand, which can be fatal to the consumer-brand relationship. However, this is something that seems to affect some brands to a greater extent than other brands This study explores the strength of Keller’s brand resonance level as a possible explanation to the above mentioned anomality. It shows that brands resonance operates as a countermeasure against negative information in relation to the brands indiscretions regarding social sustainability. Brand resonance can contradict the consumers ethical values and self-imagery, leaving the consumers perception of the brand unscathed. The results showed that brand resonance can become so strong that it can make the consumer abandon their ethical values, even for consumers whom consider themselves as highly ethical. This study has been conducted by a hypothetically deductive methodology. To determine the significance of the result it has been verified with a Z-test that applied a 5% significance level.

Background: With apparel and clothing being one of the most highly consumed products for everyday life, businesses within the fashion industry have much demand. In order to gain leverage in a competitive market, many retailers have different strategies and loyalty programmes have been an attractive way for customer relationship management.    Purpose: The purpose of this thesis is to provide additional understanding of fast-fashion retailers’ consumer behaviour, while focusing on their perceptions towards loyalty programmes as an influencing purchasing factor. This study can be beneficial for fast-fashion retailer businesses seeking to improve their loyalty programmes for the development of customer retention.  Method: The study is conducted with a qualitative research design through conducting 16 interviews, with deductive reasonings to understand the phenomenon. The theoretical framework is interpretivism, which allows exploratory type of research to explore the paper’s purpose. For findings and analysis, thematic analysis was adopted to allow flexibility in the modification of data collection and research design.  Conclusion: This study’s findings and analysis identified three main themes linked to customer’s perception towards loyalty programmes: shopping criteria, benefit perception, and behavioural impulse. This suggests that customers do not regard loyalty programmes as an influential factor in their purchasing decision, but rather a second thought. By doing so, the purpose of loyalty programmes is hindered, resulting in repetitive purchasing behaviour being affected as well.

Greenwashing is a frequent issue within the FMCG industry, such as vague ecological claims and misleading communication. When a brand is accused of greenwashing it is important to understand how to manage this transgression, since both forgiveness and loyalty are concepts that are affected. Therefore, the purpose of this thesis was to investigate how brand forgiveness influences brand loyalty, within the FMCG industry, with the aim of contributing to limited research in this area. Ten interviews were conducted with loyal customers to examine how they felt and experienced two brands after perceived transgressions. The critical incident technique was used during the interviews to remind the customers of the transgressions and obtain a comprehensive view of their narratives. The results indicated that the lack of repair efforts influenced the customers to perceive the brands as dishonest and untrustworthy, which affected their unwillingness to forgive and damaged their trust. Based on the customer's perceptions and feelings regarding the brands and the specific transgressions, brand forgiveness and loyalty were influenced differently. In addition, the customer places high importance on the product quality and their relationship with the brand and would rather stay with the brand instead of switching to another if the quality and/or the relationship is strong.

Background: Organizations desire to create and maintain a strong and long-lasting relationship with their consumers. Firms enjoy many benefits through the loyalty of customers, such as lower marketing costs, increased revenue, and much more. Our study pinpoints two specific elements within brand loyalty that are in need of research: brand longevity, which describes the duration of a brand’s activeness, and customer loyalty to disliked brands. Furthermore, our study tries to identify how consumers add value during their relationship with the video game franchise FIFA. We identified the video game franchise FIFA as a perfect fit for this study; a criticized franchise that has been successful since 1993. Research Purpose: The purpose of this research is to understand why a disliked brand stays successful despite increasing criticisms from critics and consumers. Research Problem: Our study identified a need for further investigation into the concept of brand longevity, brands with a rich heritage would benefit from understanding their assemblage. Furthermore, qualitative research is needed to address the lack of knowledge of loyalty for disliked brands in other cultural and demographical contexts. Finally, more insights about customer value are needed to better understand how firms can evaluate their customers. Research Question: How is FIFA able to attain such longevity, despite receiving strong critics on their annual products? Method: Ontology through a relativistic scope - Epistemology with a social constructionism view - 20 Semi-structured Interviews - Snowball Sampling for gathering participants - Content Analysis for analyzing and coding the data. Conclusion: Our study managed to identify several drivers that keep consumers loyal to FIFA. We also identified how the community of FIFA perceives the environment of the franchise. Finally, the intensity of the value contribution has been outlined to illustrate how consumer differs from each other. Practical Implications: Emerging from our findings, implications are formulated for franchises, brands, and firms in general, both inside and outside of the gaming industry.

Brand loyalty is seen as a repeat purchase and also the ability to recommend services or products. Telecommunication service providers require loyal customers to stay in business. The current thesis examines the impact of how brand function and corporate image create loyalty in North America, Europe, and Africa's telecom service providers. The researcher employed an anonymous online survey in Africa, Europe, and North America. A total of 971 responses were received. Using Partial Least Square regression analysis, the research examined the relationship between the variables: Brand Function, Corporate Image and Loyalty. The study found that brand function and corporate image has a significant positive effect on customer satisfaction. In addition, the research used machine learning algorithm to model the best prediction for consumer recommendation of products and services through their telecommunication service provider to friends and family. / School of Computing / M. Sc. (Computing)

Recent research on links between dimensions of consumer-based brand equity, as well as links to consumer involvement, has shown that it is a significant predictor of purchase behavior. The purpose of this dissertation is to explore the affect brands have on consumer involvement. We attempt to investigate how consumer-based brand equity affects the level of consumer involvement. Based on consumer behavior theory and previous research of these areas, gathered primary data (an empirical investigation of students’ attitudes) is analyzed to gain an understanding of how the aforementioned concepts relate to each other. The findings indicate that there are correlations between consumer-based brand equity and consumer involvement, and that there is more to investigate in this area. Suggestions for further research include a similar study with more measured variables for each dimension, and analyzing them separately instead of creating indexes. The results of this dissertation may be useful for marketers and manufacturers of the specific products investigated, as well as products of similar nature, in order to apply focus to the attributes which consumers value most.

The purpose of this study is to investigate the role of loyalty in consumers’ selection of brand extensions in the presence of familiar competitors. The findings show that fit may not have a linear relationship with the choice of an extension when loyalty and brand familiarity are considered. Loyal consumers’ likelihood to choose high-fit and moderate-fit extensions is not much lower than their likelihood to choose products from familiar competitors. We also find an inverted-U-shaped relationship between choice behavior and degree of perceived fit for loyal and moderately loyal consumers. Moreover, brand concepts can make a brand more elastic and extendable, increasing loyal and moderately loyal consumers’ likelihood to choose moderate- and even low-fit extensions. However, disloyal consumers are highly unlikely to choose extensions over products from familiar competitors regardless of fit and types of similarity. Finally, the effect of similarity on consumers’ choice of extensions is fully mediated by loyalty and perceived risks.

El sector de alimentos orgánicos es un nicho que está creciendo exponencialmente por el incremento de personas que se preocupan por mantener una alimentación saludable. Gracias a ello, apareció un nuevo concepto de minorista enfocado a los productos orgánicos, saludables y ecológicos. Estos se conocen como biotiendas o retails especializados de comida orgánica. El presente estudio abarca branding como tema de marketing. Por ello, se investigó la relación entre la lealtad que tiene el público hacia las biotiendas y los factores de la calidad percibida que inciden en ella. A partir de ello, se realizó un enfoque en dos factores: confianza y precio. Los descubrimientos a nivel cualitativo indican que estos factores podrían no incidir en la decisión de compra de la misma manera que sugiere la teoría, pues el público podría no tomar en cuenta los diversos aspectos que abarcan los factores mencionados al momento de elegir el retail al que desea acudir y frecuentar. Además, aparecen nuevos factores que podrían tener mayor incidencia en la lealtad debido al comportamiento de los consumidores en este sector en específico. / The organic food industry is a niche that is growing exponentially due to the increase of people who worry about maintaining a healthy diet. As a result, a new retail concept was developed, where it’s focus is on selling healthy, organic and ecological proucts. These new specialized stores are called biostores or organic food retails. The present study covers branding issues as a marketing field. Therefore, the relationship between the brand loyalty to biostores and the factors of perceived quality that affect it were investigated. The focus was made on two main factors: trust and price. The qualitative findings indicate that these factors may not affect the purchase decision in the same way suggested by the theory, since the target may not pay attention to the different aspects covered in each factor when making a decision to choose which retail they want to visit. In addition, new factors appear that could have a higher incidence in loyalty due to the behavior of consumers in this specific sector. / Trabajo de investigación