Publicação
Long live taylor swift a case study on building and growing a brand through loyalty
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Kousi, Sofia | |
| dc.contributor.author | Mitzlaff, Joana Drago | |
| dc.date.accessioned | 2024-09-23T08:37:15Z | |
| dc.date.available | 2024-09-23T08:37:15Z | |
| dc.date.issued | 2023-05-31 | |
| dc.date.submitted | 2023-05-16 | |
| dc.description.abstract | The present situation teaching case examines strategies used by singer/songwriter Taylor Swift to obtain a loyal fan community and to instigate in-class discussion on building and maintaining brand loyalty while balancing customer acquisition for growth. The case – developed using primary and secondary data – highlights the issues of long-term brand building, addressing the balance of retention and acquisition. It provides students with the necessary information to analyze Swift’s strategies for building loyalty, diagnosing her problems in maintaining this loyalty, and connecting with the younger GenZ audience, thus, urging students to develop ways to maintain loyalty while investing in new customer acquisition. | pt_PT |
| dc.identifier.tid | 203517598 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/172210 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Case study | pt_PT |
| dc.subject | Taylor swift | pt_PT |
| dc.subject | Brand resonance | pt_PT |
| dc.subject | Brand loyalty | pt_PT |
| dc.subject | Customer based brand equity | pt_PT |
| dc.subject | Brand revitalization | pt_PT |
| dc.subject | Brand reinforcement | pt_PT |
| dc.title | Long live taylor swift a case study on building and growing a brand through loyalty | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirement for the award of a Master’s degree in Management from the Nova School of Business and Economics | pt_PT |