Browsing Student papers by Subject "marketing"
Now showing items 1-20 of 42
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Applying the Consumer Ethnocentrism Model to Norwegian Consumers
(Bachelor thesis, 2020)This thesis explores Norwegian consumers perceptions towards foreign products. It specifically investigates consumers ethnocentric tendencies, which influences purchase intentions and preferences to domestic versus foreign ... -
Building brand resonance with chatbots: assessing the importance of giving your bot a human personality
(Master thesis, 2018)This paper aims at defining the effect that different types of personality given to chatbots may have on the brand resonance in consumer’s mind. In the current context of quick development of conversational marketing ... -
Can you feel their pain? Examining the relationship between the mental simulation of visceral states and the willingness to donate to a charitable organization
(Master thesis, 2018)People's behavior is heavily influenced by the visceral state they are experiencing. Previous research has found that mental simulation can act as substitute for real experiences. This study combines these two concepts ... -
Chatbots in service recovery: Crackpot or Jackpot?
(Master thesis, 2019)Problem Service recovery has been a heavily researched and studied area for several years. As technology has continued to develop and been adapted and incorporated into this field, new research avenues have also opened ... -
Consumer Perception and Trust in Sustainable Fashion: The role of NGOs and information sources
(Master thesis, 2023)The fast fashion sector is currently facing a unique and complicated situation due to the increased public awareness of environmental sustainability. Fast fashion companies have come under fire for their environmental ... -
Consumers’ purchase behavior towards green beauty care products
(Master thesis, 2021)Consumers are increasingly looking for a more sustainable consumption. In the past years, a green trend has emerged in the beauty care market. However, even if consumers claim to want more green products, an attitude-behavior ... -
Consumers’ willingness to incur debt with “Buy Now Pay Later” payment options
(Master thesis, 2021)Consumers are offered more payment options than ever before, and many of them offer exceptionally flexible solutions and different ways of financing purchases with credit. Simultaneously, the increased credit use has led ... -
Country-of-origin and brand reputation effects on brand equity. Can a strong brand name strengthen or reverse country-of-origin effects on brand equity?
(Master thesis, 2017)The concept of country-of-origin has been extensively studied with the apparition of multinational companies separating and outsourcing their operations worldwide. It has been established that country-of-origin has an ... -
Culture and luxury value perception
(Master thesis, 2015-08-07)The aim of this study is to investigate how culture influences the way consumers perceive luxury. The model used in this paper combines previously developed frameworks concerning luxury value dimensions with the famous ... -
Does Size Matter? Empirical Evidence for Product Specification Rebound Effects
(Master thesis, 2019)The current study explores a new field with the concept of rebound effects that have been receiving scant attention – namely, product specification rebound effects which occur when consumers choose larger or more powerful ... -
E-scooter – convenience versus environment: a green innovation value chain analysis of transportation in urban areas
(Master thesis, 2020)Abstract The need for more sustainable transport methods have been highlighted due to challenges such as traffic congestion, greenhouse gas emissions and pollution in urban areas. The shared electric scooters have become ... -
The effect of Artificial Intelligence and products recommendation on purchase intention: a study of the cosmetics field
(Master thesis, 2023)Rapid development and adoption of Artificial Intelligence challenge managers to exploit this transforming technology to enhance the customer experience and therefore their sales. This study aims to explore the effect of ... -
Effective email marketing: an empirical study of the impact of personalized communication on customer engagement and purchase decisions
(Master thesis, 2019)This study investigates the impact of behavior-based personalization on customer engagement and purchase behavior in the context of email marketing. For this purpose, the author reviews and combines the following research ... -
The effects of transmedia storytelling in brand resonance for media franchises
(Master thesis, 2023)Transmedia storytelling is emerging as a concept for media franchises, where multiple media from the same franchise combine to create a coherent, nonredundant experience. The aim of this research is to explore whether the ... -
Enhancing brand engagement through social media video content: A quantitative analysis of tech brands on YouTube Shorts
(Master thesis, 2023)This study aims to understand the role of social media content on users’ engagement behavior. More specifically, the direct effects of brand prominence and content richness on users’ passive and active engagement behavior; ... -
Factors Influencing Metaverse Adoption: A Study on Gen Z and Millennials
(Master thesis, 2024)Purpose - Our master thesis aims to look at both the practical needs for developers and designers, as well as the academic needs of professors and researchers, in understanding the factors that influence metaverse adoption. ... -
Food imperfection and customer perception: can additional humorous labelling on imperfect fruit affect customers' perception?
(Master thesis, 2018)The aim of this thesis is to analyze in depth a matter that has been of great interest in the last 10 years: food waste. After various studies (Elder & Krishna, 2011; Loebnitz & Grunert, 2014;) that have established that ... -
Gamification : A potential game changer within the field of charity
(Master thesis, 2016) -
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 ... -
How changes in environmental colour hue affect taste expectations, perceptions, and product preferences at different levels of attention towards atmospheric cues: A mixed experimental design
(Master thesis, 2020)How does changes in environmental colour hue affect taste expectations, perceptions, and product preferences at different levels of attention toward atmospheric cues? Previous research has showed that environmental colour ...