Blar i Master of Science på emneord "markedsføring"
Viser treff 1-20 av 27
-
Building brand resonance with chatbots: assessing the importance of giving your bot a human personality
(Master thesis, 2018)This paper aims at defining the effect that different types of personality given to chatbots may have on the brand resonance in consumer’s mind. In the current context of quick development of conversational marketing ... -
Chatbots in service recovery: Crackpot or Jackpot?
(Master thesis, 2019)Problem Service recovery has been a heavily researched and studied area for several years. As technology has continued to develop and been adapted and incorporated into this field, new research avenues have also opened ... -
Consumer Perception and Trust in Sustainable Fashion: The role of NGOs and information sources
(Master thesis, 2023)The fast fashion sector is currently facing a unique and complicated situation due to the increased public awareness of environmental sustainability. Fast fashion companies have come under fire for their environmental ... -
Consumers’ purchase behavior towards green beauty care products
(Master thesis, 2021)Consumers are increasingly looking for a more sustainable consumption. In the past years, a green trend has emerged in the beauty care market. However, even if consumers claim to want more green products, an attitude-behavior ... -
Consumers’ willingness to incur debt with “Buy Now Pay Later” payment options
(Master thesis, 2021)Consumers are offered more payment options than ever before, and many of them offer exceptionally flexible solutions and different ways of financing purchases with credit. Simultaneously, the increased credit use has led ... -
Country-of-origin and brand reputation effects on brand equity. Can a strong brand name strengthen or reverse country-of-origin effects on brand equity?
(Master thesis, 2017)The concept of country-of-origin has been extensively studied with the apparition of multinational companies separating and outsourcing their operations worldwide. It has been established that country-of-origin has an ... -
Culture and luxury value perception
(Master thesis, 2015-08-07)The aim of this study is to investigate how culture influences the way consumers perceive luxury. The model used in this paper combines previously developed frameworks concerning luxury value dimensions with the famous ... -
Does Size Matter? Empirical Evidence for Product Specification Rebound Effects
(Master thesis, 2019)The current study explores a new field with the concept of rebound effects that have been receiving scant attention – namely, product specification rebound effects which occur when consumers choose larger or more powerful ... -
E-scooter – convenience versus environment: a green innovation value chain analysis of transportation in urban areas
(Master thesis, 2020)Abstract The need for more sustainable transport methods have been highlighted due to challenges such as traffic congestion, greenhouse gas emissions and pollution in urban areas. The shared electric scooters have become ... -
The effect of Artificial Intelligence and products recommendation on purchase intention: a study of the cosmetics field
(Master thesis, 2023)Rapid development and adoption of Artificial Intelligence challenge managers to exploit this transforming technology to enhance the customer experience and therefore their sales. This study aims to explore the effect of ... -
Effective email marketing: an empirical study of the impact of personalized communication on customer engagement and purchase decisions
(Master thesis, 2019)This study investigates the impact of behavior-based personalization on customer engagement and purchase behavior in the context of email marketing. For this purpose, the author reviews and combines the following research ... -
The effects of transmedia storytelling in brand resonance for media franchises
(Master thesis, 2023)Transmedia storytelling is emerging as a concept for media franchises, where multiple media from the same franchise combine to create a coherent, nonredundant experience. The aim of this research is to explore whether the ... -
Enhancing brand engagement through social media video content: A quantitative analysis of tech brands on YouTube Shorts
(Master thesis, 2023)This study aims to understand the role of social media content on users’ engagement behavior. More specifically, the direct effects of brand prominence and content richness on users’ passive and active engagement behavior; ... -
How changes in environmental colour hue affect taste expectations, perceptions, and product preferences at different levels of attention towards atmospheric cues: A mixed experimental design
(Master thesis, 2020)How does changes in environmental colour hue affect taste expectations, perceptions, and product preferences at different levels of attention toward atmospheric cues? Previous research has showed that environmental colour ... -
How to create loyalty in the sharing economy? : a study of emotions, satisfaction and commitment among Airbnb customers
(Master thesis, 2017)The sharing economy is drastically erupting traditional industries all over the world, where services such as Airbnb and Uber no longer belong to only the niche. Over a quarter of US adult internet users - or 56,5 million ... -
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 ... -
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 ... -
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 ...