Blar i Handelshøyskolen BI på emneord "marketing management"
Viser treff 21-40 av 118
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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 ... -
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 ... -
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 ... -
Drivers for M&As and Strategic Alliances: an Industry Based Analysis
(Master thesis, 2020)Business ecosystem is a key concept that is nowadays ever more present in managers’ minds and is studied in many industrial business articles and research papers. A business ecosystem is the network of all actors that ... -
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 a Pandemic and Lacking Live Sporting Event Attendance on Perceived Sponsorship Value
(Master thesis, 2021)Sponsorship as marketing communication measures increased rapidly in popularity over the last three decades before the turn of the millennium, together with a more sophisticated marketing industry (Meenaghan, 1998). After ... -
The Effect of Functional, Symbolic and Experiential Framings on Attitudes Towards Luxury Fashion Products: A Comparative Study
(Master thesis, 2020)The purpose of this research is to investigate how different value framings, namely functional, symbolic and experiential ones, influence Italian customers’ attitudes within the fashion luxury category.Moreover, the role ... -
The Effect of Hostile Bidding on Consumers
(Master thesis, 2020)The purpose of this master thesis is to investigate if consumers change their perception of a firm after being exposed to a hostile bidding advertisement in Google. Hostile bidding is a strategy in search engines where ... -
Effects of distraction and anonymity on privacy trade-offs in facial recognition surveillance
(Master thesis, 2021)Despite the recent development of facial recognition technology (FRT) using AI, its implementation and applications are still controversial in countries. Amid the COVID-19 pandemic, FRT could be an effective crisis exit ... -
An Emotional Timing: Influencing Patient's Perceived Emotions Using Audio Sensory Cues Through Musical Tempo
(Master thesis, 2021)The purpose of this master thesis is to discover whether the manipulation of musical tempo in an audio track will have an effect on a patient's perceived emotions in a dental practice environment and the role of gender. ... -
Evaluating the Role of Corporate Social Responsibility, Crisis Type, and Image Repair Mechanisms on Crisis Recovery
(Master thesis, 2021)No company is immune to being faced with a crisis. The crises unfold fast, with unpredictable outcomes for brand reputation and consumer perception. Having appropriate crisis response plans in place is therefore crucial ... -
Exploring consumer willingness to share digital personal data for marketing purposes in a blockchain-based system where consumers control and are incentivized by micropayments for their data
(Master thesis, 2023)Most webpages today perform some sort of tracking, gathering information about internet users through “cookies”, which are used for creating personalized advertising to target consumers. As regulations are becoming stricter ... -
Factors influencing advertising effectiveness and purchase intention on Instagram
(Master thesis, 2017)Instagram has emerged as an important social media and advertising platform, but little or no research has been done to investigate how the users perceive various Instagram advertisement. The current research relies on ... -
Feels like home the effect of a sensory experiential set on purchase intention in a retail environment.
(Master thesis, 2019)This research is focused on the sensory dimension of experiential marketing. We argue that a brand that sells in a retail setting can improve its marketing key performance indicators by exposing its store visitors to ...