Browsing Student papers by Subject "strategic marketing management"
Now showing items 1-8 of 8
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Brand attitude change and acquisition attitude : an experimental study of U.S. consumers in an M&A setting
(Master thesis, 2014-02-12)Previous research on mergers and acquisitions (M&As) has mainly focused on financial and strategic outcomes at the expense of marketing dimensions. Although consumers play a critical role in the success of M&As, their ... -
Investigating the brand love-brand hate relationship, and the effects of brand attitude and brand attachment on brand hate
(Master thesis, 2015-08-07)There has been an increase in consumer research on consumer-brand relationships, specifically positive relationship between the consumer and brands. This thesis tries to shed light on a topic that has received less attention, ... -
Mapping the underlying drivers of nowism as a consumer trend, and its impact on customer satisfaction and customer loyalty
(Master thesis, 2014-02-11)Every now and then, a powerful consumer trend surfaces, leaving companies no other choice but to familiarize with the trend and its implications, and adapt to it. Since first introduced as a consumer trend in 2009, nowism ... -
Return on engagement : exploring its proposed antecedents, its impact on repurchase intention, and the moderation of involvement
(Master thesis, 2015-08-07)Every now and then, powerful consumer trends emerge. Companies have no other choice but to familiarize and adapt to the most powerful ones. Online social media are one of these trends, as it has revolutionized the way ... -
The brand management system (BMS) : its facilitators, impediments, and consequences
(Master thesis, 2015-08-07)Several empirical findings have emphasized the strategic benefits for organizations that possess strong brands. Frequently mentioned advantages are the positive influence that brands have on evaluations of customers, and ... -
The effect of shopping mall's composition on store revenue : an empirical study
(Master thesis, 2015-08-07) -
The practical use of CSR and sponsorship in Norway
(Master thesis, 2015-08-07)The current research investigates the evolution of sponsorships and corporate social responsibility (CSR) in Norway. A qualitative approach of grounded theory has been used, and the research has a total of eight respondents ... -
The spillover effect of companies' brands in B2B relationships : the role of governance form choice
(Master thesis, 2014-02-12)In marketing literature there is a large gap in understanding the importance of brands and brand management in interorganizational relationships. This thesis aims to extend the existing B2B branding literature by analyzing ...