Blar i Handelshøyskolen BI på emneord "markedsføringsledelse"
Viser treff 61-80 av 190
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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 ... -
The Green Shift and Consumer Behaviour
(Bachelor thesis, 2020)The increased attention to the word ‘green’ has not only caused a shift in consumers behavior but has rippled its way into the business world as well. This can not only be seen in new marketing messages, from many world ... -
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 ... -
Grønn markedsføring, eller grønnvasking?
(Bachelor thesis, 2020)Denne oppgaven har blitt utarbeidet med hensikt å belyse fenomenet grønnvasking. Jeg har intervjuet fire faglig dyktige representanter fra næringslivet, som har bidratt med å belyse oppgavens hovedtemaer: bærekraft, ... -
Grønnvasking i Fast Fashion-industrien
(Bachelor thesis, 2021)Denne oppgaven er utarbeidet for å belyse forbrukeres holdninger til grønnvasking i Fast Fashion-industrien, samt undersøke hvordan deres holdninger påvirker atferd, og hvilken effekt dette vil ha for Fast Fashion-bedr ... -
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 ... -
Hermès «Hvilke faktorer bidrar til at forbrukere oppfatter Birkin-vesker som eliten av luksusvesker, og hva er motivasjonen bak denne type kjøp?»
(Bachelor thesis, 2023)Etterspørselen etter Birkin-vesken til Hermès er et interessant fenomen. Vesken har blitt til en av de mest ettertraktede luksusveskene på markedet i dagens samfunn. Kvinner over hele verden har et sterkt ønske om å eie ... -
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, ... -
Hvilke effekt har involvering og opplevde negative assosiasjoner ved miljøvennlige rengjøringsartikler på kundeatferd?
(Bachelor thesis, 2023)Som et resultat av økende fokus på bærekraft stiller forbrukere flere krav, og bedrifter tar frivillig eller ufrivillig mer ansvar. De positive fordelene med å implementere bærekraft er ofte mange og blir stort sett ... -
Hvilken effekt har informasjons- og transaksjonsbekvemmelighet på kundenes kjøpsintensjon?
(Bachelor thesis, 2021)Forbrukere setter flere kriterier til markedet basert på dets utvikling, og dermed blir grunnlaget for å ta en kjøpsbeslutning mer kompleks. Som et resultat av en teknologisk- og makroøkonomisk utvikling er det en ... -
Hvilken effekt har opplevde fordeler ved lojalitetsprogram på programlojalitet og kundelojalitet?
(Bachelor thesis, 2020)En rekke bedrifter benytter seg i dag av lojalitetsprogrammer som et tiltak for å stimulere til kundelojalitet. For å bygge kundelojalitet, er det en forutsetning at lojalitetsprogrammene oppleves som verdifullt for ... -
Hvilken effekt har ulike organisatoriske responser på Word of Mouth, kundetilfredshet og gjenkjøps-intensjon?
(Bachelor thesis, 2022)Profesjonell kundeklagehåndtering er en mangelvare hos norske bedrifter. Dette kommer som følge av at virksomheter verken forstår konsekvensen eller verdien i en vellykket Service Recovery(SR). Lange telefonkøer, arrogante ...