Blar i Handelshøyskolen BI på emneord "markedsføringsledelse"
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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 ... -
Eit innblikk i forbrukaråtferda «Behovet til de som trenger hjelp trumfer alt, alltid» Eit kvantitativ studie om forbrukaråtferd og Røde Kors
(Bachelor thesis, 2020)Veldedigheitsorganiasjonen Røde Kors er representativ over heile verda og jobbar med alt frå brann i Australia til krig i Syria. For at Røde Kors skal kunne fungere er dei avhengige av økonomisk støtte frå forbrukaren ... -
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. ... -
Et dult for en sunnere hverdag
(Bachelor thesis, 2019)Kan utvalgte dult få kunder som handler matvarer på nett til å ende opp med en sunnere handlekurv? I denne oppgaven har vi gjennomført et eksperiment i nettbutikken til Meny for å finne svar på akkurat dette. Med ... -
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 ... -
Final Thesis - Licensing effect on consumers in the ecofriendly fashion industry
(Master thesis, 2020)This paper studies moral licensing in ecofriendly fashion. The results show that ecofriendly fashion is fulfilling more than basic human needs: it fulfills psychological and moral needs as well. Some customers are therefore ... -
Food imperfection and customer perception: can additional humorous labelling on imperfect fruit affect customers' perception?
(Master thesis, 2018)The aim of this thesis is to analyze in depth a matter that has been of great interest in the last 10 years: food waste. After various studies (Elder & Krishna, 2011; Loebnitz & Grunert, 2014;) that have established that ... -
Forbrukeres motivasjon til å følge merker på Instagram, og betydningen av selvbilde
(Bachelor thesis, 2019)Bedrifter og merkevarers tilstedeværelse på sosiale medier blir stadig viktigere i dagens konkurransesituasjon. Instagram er i dag blant de mest populære sosiale mediene med svært mange aktive brukere. Plattformens ... -
Fremtidens kundeservice på norske kjøpesentre
(Bachelor thesis, 2020)Denne bacheloroppgaven innen markedsføringsledelse tar for seg revitalisering av norske kjøpesentre, og hvordan skape tilfredshet blant disse. Jeg ønsker derfor å kartlegge hvilke faktorer som er viktige for at et ... -
From Labels to Actions: Unraveling the Nexus of Eco-Labels in Driving Environmentally Purchasing Behavior
(Master thesis, 2023)This master’s thesis examines the relationship between eco-labels and consumer purchasing behavior, concentrating on the impact of perceived trust, quality, and price in eco-labeled products. Furthermore, we were intrigued ... -
Funny myth busting: Are humorous messages effective at correcting misinformation regarding food safety?
(Master thesis, 2019)Food safety misinformation is highly prevalent among the population and could potentially be increased by individuals efforts reduce waste, and stakeholders promoting efforts such as The present body of literature has ... -
Gamification : A potential game changer within the field of charity
(Master thesis, 2016)