Blar i Student papers på emneord "strategic "
Viser treff 1-20 av 36
-
B2C Disengagement on social media
(Master thesis, 2023)Social media has become a present part of modern life, connecting billions of people worldwide. Moreover, platforms like Facebook, Instagram, and LinkedIn have become crucial for businesses to reach and engage with consumers, ... -
Bad Guys, Bad Brands? How product placement on cool movie antagonists alters brand recall, purchase intention and brand perception
(Master thesis, 2024)This thesis addresses a gap in the product placement literature by addressing the effects of placing products on movie antagonists. The research explores if different characteristics of these antagonists will alter the ... -
Building Authenticity in Brand Activism: Evaluating Consumer Trust Through Fit and Engagement
(Master thesis, 2024)This study explores how consumers react to social brand activism, highlighting how important perceived authenticity is in influencing consumers' sense of trust. Corporate involvement in socio-political concerns, or brand ... -
Charged Choices - How influencer endorsement and time-limited offers shape credit card behavior
(Master thesis, 2024)This master thesis investigates how influencer endorsements and time-limited offers affect consumer credit payment behavior. With the rise of alternative payment methods, credit cards have become a dominant choice, often ... -
Does the Perception between Premium and Non-Premium Social Media Platforms Impact Brand Image in the Digital Era?
(Master thesis, 2023)The increasing relevance of social media (SoMe) for brand success has led marketers to focus on selecting appropriate social media platforms (SMPs) for their brand. Academic research, on the other hand, has studied SMPs ... -
The Effect of Consistent Pricing Strategies and Integrated Return Fulfilment on Customer Satisfaction and Repurchase Intention
(Master thesis, 2024)Omnichannel strategies have been widely adopted among retailers over the past decade. However, research on the effect of omnichannel strategies in the Norwegian retail environment remains limited. This thesis aims to fill ... -
Enhancing authenticity for beauty brands: The role of message framing and product type on consumer perception
(Master thesis, 2024)While brand authenticity is emerging as a driving force influencing consumer behavior (Gilmore & Pine, 2007), beauty brands still struggle with perceptions of inauthenticity (Smith et al., 2021). This study aims to understand ... -
Evaluating the Impact of Private Label Brands vs. National Brands on Purchase Intention: The Mediating Role of Brand Embarrassment
(Master thesis, 2024)This study examines the impact of brand-related embarrassment on purchase intention in the grocery context. By integrating theories of product brand type, and brand embarrassment, social risk, brand congruence, the study ... -
"Evaluating the Role of CRM System Quality and Cross-Understanding in Enhancing Conflict Resolution and Communication Quality in B2B Relationships"
(Master thesis, 2024)In the marketing literature, there appears to be a gap concerning the impact of Customer Relationship Management (CRM) system applications. While substantial literature addresses the implementation of CRM systems, there ... -
Exploring consumer willingness to share digital personal data for marketing purposes in a blockchain-based system where consumers control and are incentivized by micropayments for their data
(Master thesis, 2023)Most webpages today perform some sort of tracking, gathering information about internet users through “cookies”, which are used for creating personalized advertising to target consumers. As regulations are becoming stricter ... -
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. ... -
From Labels to Actions: Unraveling the Nexus of Eco-Labels in Driving Environmentally Purchasing Behavior
(Master thesis, 2023)This master’s thesis examines the relationship between eco-labels and consumer purchasing behavior, concentrating on the impact of perceived trust, quality, and price in eco-labeled products. Furthermore, we were intrigued ... -
Gamification as a Marketing Tool in Life-defining Decision-making Processes
(Master thesis, 2024)This study investigates the influence of gamification on the ease of life-defining decision-making processes, with a particular focus on its application in marketing. By employing various statistical analyses, the study ... -
Green Illusion or Green Confusion: Unveiling Consumer Perspectives of Sustainable Certified Homes
(Master thesis, 2023)In the complex realm of sustainable housing, consumers are torn between perceiving sustainability as an alluring illusion or a perplexing mystery. Despite widespread environmental concern, individuals frequently choose not ... -
Green or Greenwashed? Examining Brand Loyalty and Consumer Behavior Towards Eco-Friendly Cosmetics
(Master thesis, 2024)This master thesis studies consumers' desire to investigate greenwashing and how greenwashing awareness, knowledge, interest, brand loyalty, and beliefs about potential trade-offs when choosing a green product impact, the ... -
How does dynamic pricing affect customer perceived fairness across product necessities?
(Master thesis, 2023) -
THE IMPACT OF WOKE WASHING
(Master thesis, 2023)This thesis investigates the phenomenon of woke washing and the impact on consumer attitudes, perception of credibility, and behavior. With an increasing expectation for brands to engage in socio-political matters, genuine ... -
An investigation on perceived firm innovativeness: how firms can gain it, and how it affects them
(Master thesis, 2023)Following the recognition of consumer perceptions as an important component of firm success, a growing interest is observed surrounding the topic of perceived firm innovativeness (PFI). Although existing literature ... -
Marketing Green Threads: Sustainability Messaging's Effect on Perceived Sustainability and Purchase Intention in the Clothing Industry
(Master thesis, 2024)The fashion industry accounts for 10 percent of the world’s carbon emissions and is the second largest consumer of water worldwide. In response, clothing companies are adapting sustainability into their operations and ... -
Master Thesis on Virality and TikTok
(Master thesis, 2024)This master thesis explores the factors that contribute to the virality of content on TikTok and investigates how brands can leverage these factors to enhance their marketing strategies. Given TikTok’s quick rise in ...