Blar i Student papers på emneord "Strategic marketing management"
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A cross-platform study of brand recall in online video advertising
(Master thesis, 2017)This study investigates the effect of online video advertising on brand recall across online video platforms. The platforms included in the study are an online news-streaming platform, an online television-streaming ... -
Adoption of social media technology: the effect of always logged-in, return on time and fear of missing out
(Master thesis, 2017)Adoption of new technologies have been of importance for researchers for a long time, and constructs are continuously being analyzed to better understand what makes consumers more likely to adopt. The use of social media ... -
An investigation on how corporate reputation comes into play in the norwegian innovation index
(Master thesis, 2017)The importance of corporate reputation has been growing over the last decades, with CEOs consistently ranking corporate reputation as a firm’s most critical key intangible resource (Hall, 1993). On a parallel and similar ... -
Back to the future - a meta-analysis of biases in innovation prediction
(Master thesis, 2017)The contribution of this paper is to review predictions of the adoption and diffusion of smart home technology, and investigate whether, and how researcher bias might influence such predictions. The background for the ... -
Born analytical or adopted over time? a study investigating if new analytical tools can ensure the survival of market oriented startups.
(Master thesis, 2017)This study investigates whether the prevalence of technological advances within quantitative analytics moderates the effect market orientation has on firm performance, and if startups can take advantage of the ... -
Charities presented as “sponsors” in sports: are sports teams’ benevolence beneficial for concurrent sponsors?
(Master thesis, 2017)This study investigates implications of having a charity partner presented alongside sponsors in sports. This phenomenon is especially prevalent among football clubs, most prominently the partnership between Unicef and ...