Browsing Student papers by Subject "strategic"
Now showing items 1-20 of 109
-
2028 - A field guide to the future of the Norwegian grocery industry
(Master thesis, 2018)In this paper we have sought to identify key drivers that will shape the Norwegian grocery industry the next ten years, with the final result being four scenarios revealing ranges of plausible development in the future. ... -
A Touch of Words: Influencing Consumers’ Purchase Intentions Using Touch-Describing Adjectives in Digital Advertisements
(Master thesis, 2019)The purpose of this master thesis is to investigate whether touch-describing adjectives in a digital advertisement can trigger consumers purchase intention. We answer this question by conducting an online survey-based ... -
Agile Contract Templates’ Management of Asset Specificity, Uncertainty and Performance Ambiguity
(Master thesis, 2018)The majority of today’s firms must take a stand to Industry 4.0, and how they can digitalize their business. Large investments in ICT projects are therefore made by customers of technological solutions, but reports find ... -
An Exploratory Study of the Meat Substitute Market in Norway
(Master thesis, 2018)This thesis explores the meat substitute market in Norway, more specifically in Oslo. We have investigated Norwegian consumers’ understanding of meat substitute products, their motivations for purchase and in which ... -
Are millennials swiping left on sports? an analysis of the causes behind young people’s apparent lack of interest in sports
(Master thesis, 2019)A rising concern in many sports markets around the world is the seeming lack of interest in sports among younger people. TV sports viewership from this demographic is frequently down, event attendance is down, even ... -
Augmented Reality and Authenticity: An Experimental Study to Investigate their Impact on Luxury Perception
(Master thesis, 2020)Abstract In recent years, studies about luxury perception have proliferated. Nonetheless, few of these have investigated both product internal and external factors that may have an impact on it. On one side, a large ... -
Beyond the Label: Examining the Effects of Sustainability Labels on European
(Master thesis, 2023)The increasing attention to sustainability changes consumers’ decisions. While previous research has established a clear relationship between sustainability labels and the intention to purchase sustainable food items, ... -
Can controversial behavior be advantageous? The Effect a Sponsor Object’s Controversial Behavior in Social Media has on the Sponsor’s Brand Image
(Master thesis, 2019)This study was conducted to investigate the effect a sponsor object’s controversial behavior in social media can have on the sponsor brand’s image. An experimental survey was conducted to examine the relationship. Based ... -
Can Protection Motivation Theory and Moral Licensing Explain Consumer Behaviour During the Covid-19 Pandemic?
(Master thesis, 2021)This thesis addresses how protection motivation theory and moral licensing can explain consumer behaviour in times of crisis, using the Covid-19 pandemic as a context for the research. The results of 53 in-depth interviews ... -
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 ... -
Choosing Meat Substitutes: The Power of Packaging when Marketing Towards a Sustainable Future
(Master thesis, 2020)The meat consumption of the modern world is slowly eating away at our planet’s natural resources. Consumer awareness and governmental regulations surrounding more sustainable food production, has created an area of ... -
Co-creating multisensory e-commerce experiences: An exploratory study case on luxury products
(Master thesis, 2021)This research aims to investigate whether giving customers control over the sensory cues can drive a higher willingness-to-pay (WTP) for luxury products in an online retail context. We assume that luxury brands can ... -
Consumer Responses to Sponsorships in Podcasts
(Master thesis, 2018)Podcast is a phenomenon that has received rising interest the past decade. Marketers have already acknowledged the potential of utilizing podcast as a marketing communication tool, and the medium has especially been ... -
The Controversiality of Brands Taking a Stand: Is Social Justice for Sale?
(Master thesis, 2020)In recent years, the popularity of social justice advertisements has grown, with some famous brands as adopters, such as Gillette, Audi, and Pepsi. This type of campaign exploits social causes in favor of leftist themes ... -
Covid-19 and Climate change: An Application of Protection Motivation Theory on how Competing Threats are Evaluated
(Master thesis, 2021)Research within the field of threat evaluation has investigated several aspects of how individuals evaluate and choose to cope with a threat, resulting in useful findings for the field of research. However, there is ... -
COVID-19: How has the pandemic influenced consumers' sustainable attitudes and behaviors? Navn:
(Master thesis, 2021)The COVID-19 pandemic has been a great strain on the whole world. Millions of people have died worldwide, and Norway has also been affected. The outbreak of COVID-19 has led to fear among people all over the world, and ... -
The Credibility of Online Reviewers on Search, Experience and Credence Services
(Master thesis, 2020)Checking online reviews before purchasing has become a no-brainer today, with 86% of consumers reading reviews before visiting a local business (BrightLocal, 2018). More than just a way of knowing what to expect, reviews ... -
A Cross-Category Study: Should Moral Reasoning Strategies be Used to Mitigate Negative Effects from Athlete Transgressions on Brand Evaluation?
(Master thesis, 2021)This study emphasizes the extent to which moral reasoning strategies can be used to mitigate negative effects on brand evaluation in the aftermath of an athlete transgression. The current study used conjoint analysis to ... -
Cross-controversial athlete sponsorships: How controversiality of the brand or the athlete affect consumers’ attitudes toward the sponsorship and brand image.
(Master thesis, 2020)agreements have been a frequently used strategy employed by many companies as a marketing communication tactic for a long period of time. There exists an enormous amount of research on the topic, primarily focusing on ... -
Cross-gender Brand Extensions: How will gender of brand, gender of consumer and extension category influence the evaluation of a cross-gender brand extension?
(Master thesis, 2019)Cross-gender brand extension has become a valuable strategy in recent years and grown to be an important component of strategic marketing communication. Previous research has touched upon the topic, however, as far we ...