Blar i Handelshøyskolen BI på emneord "marketing management"
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The influence of verbal elements displayed on packaging: a study on chocolate bars
(Master thesis, 2021)Problem: Packaging plays an important role in consumers' purchase decisions. Brands use packaging as a marketing and communication tool, to differentiate themselves from the competition. In this way, consumers choose ... -
An investigation on perceived firm innovativeness: how firms can gain it, and how it affects them
(Master thesis, 2023)Following the recognition of consumer perceptions as an important component of firm success, a growing interest is observed surrounding the topic of perceived firm innovativeness (PFI). Although existing literature ... -
Is sharing really (car)ing? A quantitative study on the perceived benefits of access-based consumption
(Master thesis, 2017)Changes in the perception of ownership are at the core of the sharing economy, which size is now estimated to be $15 billion dollars. Consumers have realized that buying access to products for limited time periods ... -
Is Your Voice Enough, Alexa? Assessing the Role of Digital Assistant Personality, Modality, and Product Involvement on Consumer Evaluations.
(Master thesis, 2021)This study dives into the relatively unexplored topic of digital assistants and the new phenomena of voice shopping. Specifically, we were interested in the different characteristics of said assistants on purchase intention. ... -
Leadership, Communication and Network Characteristic Effects in Retailing; A Whole Social Network Analysis of Sustainable Performance in a Shopping Mall
(Master thesis, 2020)The increased focus on sustainable development within the retail industry, has forced shopping malls to focus on and address sustainability issues in their operations. As the retail industry requires changes and critical ... -
The mediating role of corporate reputation, brand equity and innovation in the link between CSR and financial performance. A meta-analysis
(Master thesis, 2021)Over the last 50 years, corporate social responsibility (CSR) programs have become more prominent in the business world. Corporations started investing in such programs to strengthen its’ brand and satisfy evolving ... -
Misbehavior or ‘Noblesse Oblige’?: Propensity to cheat after preferential customer treatment in loyalty programs
(Master thesis, 2020)This paper is centered around preferential treatment in loyalty programs, and how it affects the customers’ probability to engage in fraudulent behavior. Through an experimental survey this paper intended to provide ... -
Multi-sensory matters: How to Increase Online Purchase Intention for Experience Goods
(Master thesis, 2021)The present research study focuses on the effects of textual and visual website attributes on customers’ purchasing intention for experience products that require a smell-sensory experience (i.e., fragrances). Additionally, ... -
Nudging towards a healthier lifestyle: a study on how to use nudging as an intervention to steer consumers towards the healthier choices
(Master thesis, 2018)Obesity has become a major issue worldwide and has a strong impact at various economic and social levels. This calls for the need to find efficient ways to tackle this growing problem. Recently, there has been a increasing ... -
Online marketers overstepping their welcome - a study of online behavioral advertising and its influence on perceived invasiveness and brand attitude
(Master thesis, 2019)Online behavioral advertising (OBA), an advertising technique based on consumers’ online personal data, is highly praised by practitioners for its efficiency and solid ability to create value for both the consumer and ... -
Organic products: Consumers' subjective and objective knowledge
(Master thesis, 2018)The purpose of this master thesis is to investigate and examine how consumers’ objective knowledge about organic products in terms of nutrition, environment, and taste, differ based on their preference for and subjective ... -
Overcoming the No-reputation Liability: A Qualitative Study on Startup Credibility and its Influence on B2B Purchase Decisions
(Master thesis, 2023)The objective of this thesis is to understand how credibility associated with being a startup affects B2B purchase decisions. In a rapidly changing globalised world, social and economic entrepreneurship are becoming ... -
Overcoming the Sustainability Liability: Can Stating Product Strength Increase Preference for Sustainable Products?
(Master thesis, 2021)Consumer demand for sustainable products is rising, but there is still a valueaction gap between consumers’ pro-green attitudes and purchase behavior. This might partly be attributed to consumers associating sustainable ... -
Pick the chick right : a study on how morally conflicting tradeoffs affect choice difficulty and purchase intention
(Master thesis, 2017)Animal welfare in the poultry industry has in recent times been much debated in media in Norway. However, the debate typically overlooks how animal welfare may be negatively correlated with environmental concerns. In ... -
The Power of Contrast: Exploring the Allure of Black-and-White Advertising in Shaping Brand Luxury Perception
(Master thesis, 2023)This study explores the effectiveness of black-and-white imagery in luxury brand communications, specifically in influencing consumers’ perception of luxury in an era of increased accessibility to luxury brands. We ... -
Private Label Embarrassment: The Effects of Checkout Type and Brand Type on Purchase Intention, and the Mediating Role of Embarrassment
(Master thesis, 2023)This master’s thesis dives into the unexplored topic of private label embarrassment. Specifically, we were interested in whether private labels are more embarrassing compared to national brands and whether self-service ... -
Purchase intention of access-based consumption services : An empirical study on motivational drivers, and brand equity’s moderating role
(Master thesis, 2017)With the rise of the sharing economy, a number of terms have spurred to describe the services offered from firms such as Airbnb, HomeExchange and Couchsurfing. Access-based consumption describes these services, ... -
Revitalization Through the Use of Art? A Comparative Study of Collaborative Strategies for Enhanced Luxury Brand Image
(Master thesis, 2021)Luxury brand managers should obtain knowledge and understanding on the impact of collaborative strategies as one accommodates revitalization as a critical phase in a brands’ life cycle. Within the concept of luxury, an ... -
The Rise of Social Expectations in Sports: How the Notion of Fairness Can Affect Sports Sponsorships
(Master thesis, 2021)Sports sponsorship is a worldwide acknowledged concept for brands to obtain customer-based brand equity. Thus, a marketing activity with highly lucrative potential, exposing the brand to a wide audience and making it ... -
Sailing green : a protection motivation analysis of green consumption choices in China
(Master thesis, 2017)Many Chinese consumers experience environmental problems like air and water pollution first-hand - does that lead them to making greener consumption choices? We aim to show the suitability of Protection Motivation Theory ...