Browsing BI Open by Subject "marketing"
Now showing items 21-38 of 38
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The influence of scanning mobile apps on consumer behavior regarding cosmetic products
(Master thesis, 2021)Due to rising concerns about overconsumption, consumers are more aware of the negative impact of their purchase habits on the environment and on their health and are concerned about the ingredient lists of their ... -
The Interplay of Brand Associations in Market Transitions: An Examination of Non-FMCG Brands in the FMCG Landscape
(Master thesis, 2023)This thesis aimed to examine a research gap within brand extensions to uncover the impact of luxury value dimensions, presented as associations, on consumer attitudes towards brand extensions from outside and into the ... -
Is oppositional loyalty moderated by the degree of rivalry?
(Master thesis, 2018)Sports sponsorship literature has recently considered potential negative effects that reduces overall effectiveness. Current literature suggests that the negative attitudes towards a strong rival team may also be transferred ... -
Measuring the Relative Effectiveness of Specific Advertising Channels for a Retailer Predominately Selling Offline
(Master thesis, 2020)The current marketing environment is characterized by a steady increase in new media and changing media usage patterns. This situation requires firms to understand the interactions between diverse online and offline ... -
Navigating the Intricacies of Greenwashing Across Digital Formats: An Examination of Non-Greenwashing and Greenwashing Posts in Visual and Textual Contexts.
(Master thesis, 2023)This thesis seeks to bridge a research gap concerning the credibility of greenwashing in digital channels. It does so by exploring lifelike scenarios in the form of visual content—represented through brand awareness posts—and ... -
Online Customer Experience: What Factors Influence Loyal Customers in an Online Environment?
(Master thesis, 2018)This study aimed to analyze several aspects with customer experience, and its relationship to Norwegian customers’ e-loyalty. Customer experience is a substantial and comprehensive concept, where we decided to narrow the ... -
Scarcity as a marketing instrument : the roles of goal frames and perceived consumer competition.
(Master thesis, 2017)Purpose: This master thesis has three main objectives. The first aim is to investigate the influence of scarcity appeals on consumer purchase behaviors. The second aim is to investigate the moderator effect of goal frames ... -
Tailoring the Consumer Connection: The Role of Personalized Packaging and Gender in Influencing FMCG Purchase Intentions Across Product Categories
(Master thesis, 2023)Inspired by the increased use of personalized packaging as a marketing tool within the fast-moving consumer goods (FMCG) market, this thesis examines the impact of personalized packaging communication on consumer purchase ... -
The effect of music tempo on perceived crowding in retailing
(Master thesis, 2016)In the marketing field the influence of in-store atmospherics on consumers’ shopping behavior is widely accepted. We seek to understand the effects of instore music tempo on perceived crowding and how music tempo can ... -
The Effect of Tangible Brand Components on the Sales of Digital Experience Brands
(Master thesis, 2016)This thesis conducts research to explore the effects of tangible brand components on the sales of digital experience brands. It argues that while the chosen tangible brand components (COO, logo edge sharpness, difference ... -
The impact of consistency and inconsistency between a selfdeclared claim and a mandatory fact information label on a packaging on the consumer pre-purchase behaviour
(Master thesis, 2018)Our Master thesis tests the impact of consistency and inconsistency between a self-declared claim1 and a mandatory fact information label2 on a same product packaging on the consumer pre-purchase behaviour in terms of ... -
The impact of customer-initiated communication and customer behaviour on contract renewal likelihood: An empirical study
(Master thesis, 2018)PURPOSE The purpose of the thesis is to contribute to customer retention literature by developing an empirical model explaining which drivers affect renewal likelihood in a contractual context. The framework consists ... -
The impact of scarce natural resources predictions and policies on consumer behaviour
(Master thesis, 2019)Purpose: The main purpose of this study is to evaluate consumers believability and their behaviour in two situations: first when they are exposed to a natural resource depletion prediction and secondly when they learn ... -
Two-sided advertising in the EV market
(Master thesis, 2023)Two-sided advertising is a marketing approach where both pros and cons of a product are presented. In the context of advertising, consumers may feel skeptical or suspicious when they are exposed to only positive claims ... -
Warm or cold colored product packaging? : The impact of color temperature on product preference and perceptions of warmth and competence
(Master thesis, 2018)Careful color selection is an inevitable part when it comes to packaging design. Research within the field of social psychology suggests that nonverbal cues such as colors can activate warmth and competence perceptions ... -
What motivates people to purchase sustainable luxurious products rather than more luxurious non-green products?
(Master thesis, 2020)This Master thesis aims to analyze what motivate consumers to purchase sustainable luxurious products rather than more-luxurious non-green products. In order to do so, the degree of liking of luxury and the sensitivity ... -
When are brands or relationships more important in B2B? : A moderation analysis of a proposed model
(Master thesis, 2017)Although recent B2B marketing research suggest that branding and relationships are of importance to firm performance, no research examines how these constructs act in the same model. We try to merge these two streams ... -
Who pays for the price wars?
(Master thesis, 2023)All the major Norwegian newspapers cover the Norwegian grocery industry almost daily. In the past, manufacturers and distributors wielded significant influence over assortment and pricing. However, retailers have more power ...