Sökning: "Alexandra Voinow"

Hittade 2 uppsatser innehållade orden Alexandra Voinow.

1. 1. The Pillow Fight Over Sustainability – Case Finlayson x IKEA

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Barbora Kozánková; Venla Loimovuori; Alexandra Voinow; [2021]
   Nyckelord :Business and Economics;

   Sammanfattning : .... LÄS MER

3. 2. Tone Deaf Marketing or Genuine Activism?

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Alexandra Veronica Voinow; Anastasija Kropinova; [2021]
   Nyckelord :woke washing; brand activism; trust; theory of planned behaviour; purchase intention; Business and Economics;

   Sammanfattning : Title : Tone Deaf Marketing or Genuine Activism Seminar : Date: 4th June, 2021. Course : BUSN39 Degree Project in Global Marketing Authors : Alexandra Voinow, Anastasija Kropinova Supervisor : Burak Tunca Keywords : Woke Washing, Brand Activism, Trust, Theory of Planned Behaviour, Purchase Intention Thesis Purpose : The objective of this study was to research consumers awareness of woke washing and brand activism, if they were aware of the difference and how this affected their level of trust towards activist brands, which lead to the analysis of their purchase intention by using the Theory of Planned Behaviour (TPB) as a mediating variable. LÄS MER