Browsing Student papers by Subject "markedsføringsledelse marketing management strategisk strategic"
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(Master thesis, 2013-02-15) -
Assessing implicit and explicit attitudes in green consumerism : the implicit association test, the theory of planned behavior and the influence of socially desirable responding
(Master thesis, 2013-02-08)The market for green products and services has expanded along with the increased public attention to environmental issues. Consumer research has relied mostly on direct measures of self-report. Despite the growth in consumers ... -
Causes of price premiums with the presence of performance ambiguity in the occupational health services market
(Master thesis, 2012-05-11)Managers and academics have historically paid little attention to pricing. To set the right price is the fastest and most effective way for a company to maximize profits. Therefore, it is surprising that it has received ... -
How priming influences elaboration and advertisement attitude : the underlying mechanism of conceptual fluency
(Master thesis, 2013-02-06)To our recollection, a theoretical gap in previous priming research, especially within contextual priming, is the failure to include fluency as the explaining mechanism behind priming effects. This is a limitation, as ... -
Is new technology clouding your judgment? : how to make innovations succeed
(Master thesis, 2013-02-06)A lack of experience on online consumer behavior, and limited empirical work that captures positive and negative factors influencing consumers’ technological adoption process, has led to a high failure rate of new innovations ... -
Service design : the cure for consumers' time scarcity
(Master thesis, 2013-02-19)This paper investigates whether using design methodology in service innovation can increase adoption likelihood of the service, by helping consumers acquire additional time. The paper identifies three design characteristics ... -
Size heuristics : the influence of physical size on consumers' product evaluations
(Master thesis, 2012-05-14)Consumer behaviour has always been the focus of academic marketing research due to its significant managerial implications; even so, various aspects worth analyzing have been neglected. Size heuristics is one of the topics ... -
Social communication : the impact of online customer reviews on purchase intention
(Master thesis, 2013-02-13)Consumer-generated product reviews have proliferated online. Driven by the notion that customers’ decision to purchase a product is influenced by the information they obtain from online customer reviews, this thesis examines ... -
The impact of brand extension fit, extension strategy and product exposure on attitudinal responses to brand extensions
(Master thesis, 2013-02-08)Brand extensions have for decades been one of the most used strategies for growth, but the sad reality is that 8 out of 10 extensions fail, making the likelihood of failure unattractively high. In addition, competition and ... -
Twitter as driver of stock price
(Master thesis, 2012-04-26)The goal of this research is to examine the dynamic relationship of Twitter and stock price, by examining the effects for the ten most valuable brands according Interbrand (2010): Coca-Cola, IBM, Microsoft, Google, McDonald’s, ... -
You break it, you fix it? : costumer participation in service recovery
(Master thesis, 2012-05-09)Customer participation represents numerous positive effects for companies in terms of productivity gains and profitability. It has in recent years emerged as a powerful tool for companies to customize their service offerings ...