Sökning: "Cross-cultural marketing"

Visar resultat 16 - 20 av 43 uppsatser innehållade orden Cross-cultural marketing.

1. 16. Just Me, Myself and I? : The Cultural Impact of Self on Emotional Brand Attachment

   Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

   Författare :Daniel Alderstad; Jacob Berglund; [2016]
   Nyckelord :Self-congruence; Emotional Brand Attachment; Brand Personality; Self-Brand Connections; Self-Construal; Consumer Psychology; Cross-Cultural Psychology; Regulatory Focus Theory; Ought Self-congruence;

   Sammanfattning : Emotional brand attachment has emerged as an important marketing concept that can strengthen a brand's performance. One way to create emotional bonds with consumers is to match the brand's personality with the consumer's self-concept (i.e. self-congruence). LÄS MER

3. 17. The possibilities of location-based marketing and the challenges of privacy : A cross-cultural study between Sweden and New Zealand

   Kandidat-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Författare :Johan Rambrandt; Simon Thordmark; [2016]
   Nyckelord :Privacy; Location-based services; Customer behavior; Location-based marketing; Applications and Smartphones;

   Sammanfattning : Abstract Title: The possibilities of location-based marketing and the challenges of privacy – a cross cultural study between Sweden and New Zealand. Date: 2016-05-20 Level: Bachelor Thesis in Marketing Author: Johan Rambrandt and Simon Thordmark Supervisor: Klaus Solberg Soilen Problem formulation:If and when does location-based marketing intrude on individual's privacy?Does individual's perceive privacy differentially in Sweden and New Zealand?From the individual's perspective, what is the accepted limit for information disclosure? Purpose: The purpose of our bachelor thesis is to study if and when location-based marketing intrude on individual's privacy and how location-based marketing affect the individuals in both Sweden and New Zealand. LÄS MER

4. 18. Standardization vs. Adaption within Advertising

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Alexander Fredholm; Saba Slatiel; [2015]
   Nyckelord :Culture; International Advertising; MNC; Emergent Markets and Standardization vs. Adaption; Business and Economics;

   Sammanfattning : Purpose: The purpose of the thesis is to fill the research gap as previous research on the topic of interest lacks a country specific research on how culture effects standardization vs. adaptation by MNCs in emergent markets, in context to a specific advertising strategy. LÄS MER

5. 19. Developing an integrated cross-cultural marketing communication strategy for software developing B2B SMEs

   Master-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Tekniska fakulteten

   Författare :Johan Elgh; Felix Nyberg-Åslund; [2015]
   Nyckelord :Brand management; B2B; IMC; Internationalisation; Marketing; SME;

   Sammanfattning : This thesis has been created as a response to the growing interest among small and medium-sized business-to-business software developers to internationalise in order to grow their businesses. The initial study of the problem lead to the insight that a strategic mix of communication channels is a key success factor for an internationalisation. LÄS MER

7. 20. Think global, act local! A cross-cultural study of five Nutella websites on adaptation

   Master-uppsats, IT-universitetet i Göteborg/Tillämpad informationsteknologi

   Författare :Ilaria Gioia; Levke Blaas; [2014-07-01]
   Nyckelord :;

   Sammanfattning : The aim of the present research is to analyse commercial websites of the same global brand from a cultural perspective looking for the presence of cultural patterns which might reflect marketers’ awareness for the need of cross-cultural adaptation. Through a qualitative content analysis of main pages of in total five Nutella websites addressing Germany, Italy, Sweden, Canada and Australia, this paper targets to investigate how a global brand adapts to local cultures and more specifically which similarities/differences can be found on its websites and how these can be related to the culture of each country. LÄS MER