Blar i Handelshøyskolen BI på emneord "markedsføringsledelse"
Viser treff 21-40 av 190
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Co-creating multisensory e-commerce experiences: An exploratory study case on luxury products
(Master thesis, 2021)This research aims to investigate whether giving customers control over the sensory cues can drive a higher willingness-to-pay (WTP) for luxury products in an online retail context. We assume that luxury brands can ... -
Consumer Responses to Sponsorships in Podcasts
(Master thesis, 2018)Podcast is a phenomenon that has received rising interest the past decade. Marketers have already acknowledged the potential of utilizing podcast as a marketing communication tool, and the medium has especially been ... -
The Controversiality of Brands Taking a Stand: Is Social Justice for Sale?
(Master thesis, 2020)In recent years, the popularity of social justice advertisements has grown, with some famous brands as adopters, such as Gillette, Audi, and Pepsi. This type of campaign exploits social causes in favor of leftist themes ... -
Covid-19 and Climate change: An Application of Protection Motivation Theory on how Competing Threats are Evaluated
(Master thesis, 2021)Research within the field of threat evaluation has investigated several aspects of how individuals evaluate and choose to cope with a threat, resulting in useful findings for the field of research. However, there is ... -
COVID-19: How has the pandemic influenced consumers' sustainable attitudes and behaviors? Navn:
(Master thesis, 2021)The COVID-19 pandemic has been a great strain on the whole world. Millions of people have died worldwide, and Norway has also been affected. The outbreak of COVID-19 has led to fear among people all over the world, and ... -
The Credibility of Online Reviewers on Search, Experience and Credence Services
(Master thesis, 2020)Checking online reviews before purchasing has become a no-brainer today, with 86% of consumers reading reviews before visiting a local business (BrightLocal, 2018). More than just a way of knowing what to expect, reviews ... -
A Cross-Category Study: Should Moral Reasoning Strategies be Used to Mitigate Negative Effects from Athlete Transgressions on Brand Evaluation?
(Master thesis, 2021)This study emphasizes the extent to which moral reasoning strategies can be used to mitigate negative effects on brand evaluation in the aftermath of an athlete transgression. The current study used conjoint analysis to ... -
Cross-controversial athlete sponsorships: How controversiality of the brand or the athlete affect consumers’ attitudes toward the sponsorship and brand image.
(Master thesis, 2020)agreements have been a frequently used strategy employed by many companies as a marketing communication tactic for a long period of time. There exists an enormous amount of research on the topic, primarily focusing on ... -
Cross-gender Brand Extensions: How will gender of brand, gender of consumer and extension category influence the evaluation of a cross-gender brand extension?
(Master thesis, 2019)Cross-gender brand extension has become a valuable strategy in recent years and grown to be an important component of strategic marketing communication. Previous research has touched upon the topic, however, as far we ... -
Cushioning the Pain of Paying through Microtransactions in Online Gaming
(Master thesis, 2020)The microtransaction model has been one of the main revenue drivers in the global video game industry in the last half of the 20th century. This study examines the application of virtual currencies implemented in the ... -
Customer orientation and innovativeness in a customer satisfaction framework : A study within the Norwegian airline industry
(Master thesis, 2017)Obtaining satisfied and loyal customers is essential for the success of any business, and therefore it is crucial to continually develop a greater understanding of what drives customer satisfaction and loyalty. Subsequently, ... -
Decision-making in online retailing : The effect of payment solutions on cognitive dissonance and brand attitude
(Master thesis, 2017)The growing consumer debt in many western countries is a major concern for the economy. In the meantime, online retailers are growing in number and are offering multiple payment solutions, many of which include delaying ... -
Delt skjerm vs Fullskjerm opp mot irritasjon
(Bachelor thesis, 2023)I dag benytter flere TV-kanaler i Norge seg av det nye formatet som deler skjermen i to. Hensikten er å kunne vise reklame uten å måtte avbryte det redaksjonelle innholdet fullstendig. I dag blir det brukt under direktesendte ... -
Den samfunnsbevisste forbruker
(Bachelor thesis, 2021)Denne studien omhandler forbrukeres holdning til virksomheters samfunnsansvar (CSR) og deres holdning til eget samfunnsansvar som forbruker. Majoriteten av varer som selges på forbrukermarkedet i Norge er importert fra ... -
Developing a Typology of Misbehaving Customers: An Observational Study of Airport Travelers
(Master thesis, 2019)The customer is King, or at least that is what we are told. But some Kings choose to misbehave and take advantage over service recoveries, service providers, and organizations. Customer misbehavior can be found as a broad ... -
Digitalisering i restaurantbransjen
(Bachelor thesis, 2021)«Nye teknologier fører med seg omstillinger som setter samfunn på prøve. En sentral utfordring er å håndtere konsekvensene når teknologi gjør menneskelig arbeidskraft overflødig, og vi må skape nye jobber» (Næringslivets ... -
Do Marketing Professionals Care about the Pareto Principle?
(Master thesis, 2021)The purpose of this thesis is to explore whether and how marketing practitioners use the Pareto Principle by studying the thesis statement: “The Pareto Principle: The opportunities and consequences for FMCG brands of ... -
Does corporate activism affect brand equity? an event study on 55 american brands
(Master thesis, 2019)With the rise of corporate activism many have questioned the partaking of companies in political and social debates, and whether such engagement is appropriate. And, maybe more importantly from a managerial perspective, ... -
Does the Perception between Premium and Non-Premium Social Media Platforms Impact Brand Image in the Digital Era?
(Master thesis, 2023)The increasing relevance of social media (SoMe) for brand success has led marketers to focus on selecting appropriate social media platforms (SMPs) for their brand. Academic research, on the other hand, has studied SMPs ... -
Does the type of power impact customers' expectations of quality and price?
(Master thesis, 2020)This study was conducted to examine whether different types of power (expertise, switching costs) leads to a difference in expected quality and fair price perceptions. Additionally, does sense of power mediate the ...