Browsing Handelshøyskolen BI by Subject "marketing management"
Now showing items 81-100 of 118
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Scandi Chic or Nordic Noir – The Value of the Nordic Brand and the Effect of Consumer Affinity and Stereotypes on Behaviour among International Consumers
(Master thesis, 2018)In this thesis I have explored the effectiveness and implications of the relatively new construct of consumer affinity and its potential ability to determine or predict consumer behaviour and preference for brands and ... -
Scientific, Smart & Safe: Sensor Technology as a Marketing Tool to Increase Restaurant Visits During COVID-19
(Master thesis, 2021)Inspired by the possibilities of novel IoT sensor technology, this master’s thesis tests a new way to encourage customer visits to restaurants at the time of the COVID-19 pandemic. Inspired by recent advances in sensor ... -
Segmentation in the B2B markets: Closing the gap between theoretical segmentation models and the actual segmentation practice
(Master thesis, 2021)There exists a gap between the implementation of advanced theoretical segmentation models and the actual practice of segmentation in the B2B markets. Practitioners have called forth the need for easy applicable guidelines ... -
Self-service technology versus human interaction : a study of how customers respond differently to human and machine in credence based service encounters
(Master thesis, 2017)Self-service technologies (SST) have been introduced extensively and promoted to replace traditional service encounters with human interaction (HI) in the last years. Advances in digital technologies and artificial ... -
Service recovery via social media
(Master thesis, 2018)Problem Service failure recovery has been researched for several years, with research on social media starting to surface. However, surprisingly little attention has been paid to a significantly larger group than ... -
Shaping Young Minds: The role of logo shape, color and verbal context in forming assumptions about university value
(Master thesis, 2019)As student mobility has increased worldwide, so has competition among universities. In order to attract the attention, and tuition fees, of prospective students, universities must make a good first impression, which ... -
Share the happiness
(Master thesis, 2020)Due to the technological developments over the past year´s payment methods have advanced significantly. This thesis aims to investigate how different payment methods affect consumers' behaviour. Today, consumers can ... -
Should consumers participating in co-creation be compensated? A study of customer participation in high- and low- involvement processes
(Master thesis, 2018)This paper examines how and why co-creation leads to satisfaction and purchase intention. An online study portrayed to look like a company asking for help in cocreation manipulated participants to engage in either an ... -
Should we keep our heads down? The effect of one-sided and two-sided articulations in controversial sponsorships
(Master thesis, 2018)One of the fundamental characteristics that differ a successful sponsorship from a failed one is its ability to not only create a desired corporate image for the target audience but also tap into their psychology. Ideally, ... -
Social Media Marketing: Consumer Engagement on Firm Generated Content and its Effect on Brand Attitude
(Master thesis, 2018)By using Bohus as a case study, this paper seeks to add to the literature of social media marketing by looking at different drivers of consumer engagement for firm generated content. This particular paper addresses firm ... -
Sounds expensive? The effect of voice pitch on price perception
(Master thesis, 2017)Voice pitch has been researched widely in the field of psychology, still the impact of voice pitch in audio commercial context has rarely been studied in the field of marketing with the aim to understand how voice pitch ... -
Sponsors and how consumers react to controversial athletes
(Master thesis, 2018)The protest by NFL athletes against police brutality have split public opinion in surveys pretty evenly. Our study fills a gap in sponsorship literature which have focused on impact of illegal acts by sponsored athletes, ... -
Summarizing Customer Reviews: A New Way to Optimize eWOM for Better Purchasing Experience
(Master thesis, 2018)The prosperity of online shopping contributes to the explosive growth of eWOM. Customer reviews are considered as one of the most important types of eWOM. While assisting customers in forming comprehensive overviews of ... -
The Dark Side of Influencer Marketing
(Master thesis, 2019)Influencer marketing has over time evolved into a trend within marketing, and more businesses uses it as a tool as they consider this to be an accurate and effective way of doing marketing. As this new trend of marketing ... -
The Effectiveness of Split-screen Television Advertisement: An Eye-tracking Study
(Master thesis, 2018)In the regular format (full-screen) of advertisement, viewers have multiple ways to avoid exposures to the advertisement. To reduce such Ad avoidance behavior, another form for television advertising, the split-screen ... -
The impact of demographic and personal features on attitude towards online advertising in e-commerce industries
(Master thesis, 2019)The aim of the study is to investigate the influence of demographic factors and customers’ personal characteristics on their attitude toward online advertising in ecommerce industries. In the study, we significantly ... -
The Norwegian textile and apparel industry : the emergence of a new ethics law
(Master thesis, 2017)To this date, the majority of textile and apparel companies worldwide have strict secrecy around their suppliers and production facilities, and consumers have few rights in terms of access to and knowledge of how goods ... -
The Overwhelmed Consumer: How Information Overload Affects Customer Participation
(Master thesis, 2019)Advancements of information technology in recent years provides the consumers with endless information on every imaginable subject. As a consequence, information overload experienced by consumers has been acknowledged ... -
The role of brand specific associations in brand extensions : the case of the Norwegian food market
(Master thesis, 2017)Brand specific associations is confirmed to be an important driver for fit in brand extension strategy. Extended consumer packaged goods that include the same brand specific associations as the parent brand are more ... -
The sharing economy – is trust essential? : the effect of profile quality and brand equity on trust and purchasing intention
(Master thesis, 2017)The sharing economy has gained popularity in the last decade and is projected to grow substantially in the future. Several brands from the sharing economy have equally high valuations as the biggest brands in the traditional ...