Blar i Handelshøyskolen BI på emneord "marketing management"
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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 ... -
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 ... -
Generalizing across generations, or not? A comparative study of sport sponsorship outcomes across generational cohorts
(Master thesis, 2019)Millennials are the ‘new shiny thing’ - everyone seems to want a piece of the largest consumer segment in history. However, alarmingly for sports businesses, Millennials do not seem to be consuming sport. TV viewership ... -
Going Against a Pandemic: Persuasive Messages on Benefits for the Common Good or Individuals to Encourage Data Disclosure to Disease Spread Apps
(Master thesis, 2021)Currently, the world is experiencing the COVID-19 pandemic. The widespread virus has motivated the development of monitoring systems that identify those infected by COVID-19 to warn whoever has been in contact with ... -
Gotta catch ‘em all: The effects of game mechanics on usage intensity and user experience in gamification
(Master thesis, 2019)The present paper examines gamification and which effects the common game mechanics missions, contest, streaks and luck have on consumers. Specifically, the paper examines how these game mechanics influence usage intensity ... -
Green Illusion or Green Confusion: Unveiling Consumer Perspectives of Sustainable Certified Homes
(Master thesis, 2023)In the complex realm of sustainable housing, consumers are torn between perceiving sustainability as an alluring illusion or a perplexing mystery. Despite widespread environmental concern, individuals frequently choose not ... -
The green last mile: How does providing a sustainable delivery method affect purchase intentions in B2C ecommerce?
(Master thesis, 2020)The thesis highlights an understanding of the green last mile, and how providing a sustainable delivery method affect purchase intentions in B2C e-commerce. The study examined consumers purchase intentions in different ... -
Greenwashing, but make it fashion
(Master thesis, 2021)The following thesis investigates the fast fashion market and the impact greenwashing has on consumers’ perceptions of well-known fashion brands. The participants were faced with a purchase decision where green and ... -
Halo effect of organic food on physical effort
(Master thesis, 2017)Abstract Previous research has demonstrated that consumers frequently experience a health halo effect from “organic” claims when evaluating food products. This bias can be highly inaccurate, leading to unintended, ... -
The halo vs. horn effect: How does a green product affect the perception of the same brand's non-green product portfolio?
(Master thesis, 2020)With the increasing consumer demands of eco-friendly alternatives in the marketplace, companies have started to think green. Many well-established nongreen companies are now contemplating the launch of a green product ... -
How can Organizations Navigate a Black Swan Event? A Case Study of the Covid-19 Pandemics Impact on Norwegian Restaurants and Universities. Exploring Planning, Marketing, Collaboration, Leadership and the Impact on Firms Future Prospects.
(Master thesis, 2021)Black Swans are unpredictable events and there is no way to predict what kind of impact they will have. However, we know they will have a greater impact on the affected community than a “normal” crisis. It is uncertain ... -
How can retail companies strategically build brand preference? A case study of Norwegian retail stores.
(Master thesis, 2018)The present study draws on in-depth expert interviews with seven retail company representatives to propose which firm-controlled variables that can serve as drivers for brand preference. Extant literature, secondary data, ... -
How does dynamic pricing affect customer perceived fairness across product necessities?
(Master thesis, 2023) -
How Endorsers Create Click Intention: A Study of the Norwegian Painting Tool Brand Jordan
(Master thesis, 2019)Consumers are increasingly using online search engines to gain information about products and services. The use of endorser has for a long time been a popular strategy in digital advertising. A challenge for brands today, ... -
Identifying the underlying dimensions of sincerity in sponsorship
(Master thesis, 2017)Sincerity perception between a sponsor and object has been identified as a key determinant of sponsorship effects. However, previous literature in understanding dimensions of sincerity in sponsorship has been limited. ... -
The Impact of Brand Experience on Attitudinal Loyalty through the Moderating Role of Actual and Ideal Self- concept
(Master thesis, 2021)This thesis examines which brand experience dimension(s) are most effective in achieving attitudinal loyalty depending on whether they were presented in either an actual or ideal self-concept context. Drawing on branding, ... -
THE IMPACT OF WOKE WASHING
(Master thesis, 2023)This thesis investigates the phenomenon of woke washing and the impact on consumer attitudes, perception of credibility, and behavior. With an increasing expectation for brands to engage in socio-political matters, genuine ... -
In the Shadow of a Product With a Sustainability Label:Will the introduction of a product with a sustainability label spill over on the perceptions of the mainstream product line,general attitude towards the company & perceived CSR image?
(Master thesis, 2021)Consumers and society are increasingly emphasizing the importance of new, green products. In response, companies are investing in developing more environmentally sustainable options. However, there is still a lack of ... -
Increasing the Effectiveness of Influencer Marketing: Applying Parasocial Interaction and Cialdini’s Principles of Persuasion
(Master thesis, 2018)This study examines whether parasocial interaction (PSI) (Horton & Wohl, 1956) and the Principles of Persuasion (Cialdini, 1984) can be applied to increase the effectiveness of influencer marketing. Whereas PSI seeks to ...