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Visar resultat 1 - 5 av 16 uppsatser som matchar ovanstående sökkriterier.

  1. 1. Organisatoriskt köpbeteende inom business-to-business : En kvalitativ studie om hur organisatoriskt köpbeteende påverkar köpbeslut inom business-to-business

    Uppsats för yrkesexamina på avancerad nivå, Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

    Författare :Anton Sköld; Oskar Sjölund; [2023]
    Nyckelord :B2B; Organizational buying behavior; Brand preference; Emotions; B2B; Organisatoriskt köpbeteende; Varumärkespreferenser; Känslor;

    Sammanfattning : The fact that brands create trust and develop cognitive and emotional ties with customers are well recognized. However, this is primarily associated with B2C markets. More recent studies admit to the fact that despite the differences between B2C and B2B contexts brands can have valuable features in B2B as well as B2C. LÄS MER

  3. 2. What's Next? A qualitative study about the growth of online B2C marketplaces in the Swedish fashion retail industry. Will curated marketplaces replace retail companies' own online channels?

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Lisa Fahlgren; Karin Östberg; [2022]
    Nyckelord :Curated Marketplaces; Digital Marketplaces; Fashion Retailing; E-commerce; Social Commerce;

    Sammanfattning : Online marketplaces are currently gaining popularity in the Swedish market, and global incumbents such as Amazon have recently entered the market. Marketplace platforms are traditionally seen as an additional distribution channel that serves as an opportunity for retailers to capture new revenue streams and customers. LÄS MER

  4. 3. Brand Management and Artificial Intelligence - A World of Man Plus Machine - A qualitative study exploring how Artificial Intelligence can contribute to Brand Management in the B2C sector

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Carolina Agersborg; Isabella Månsson; Emelie Roth; [2020-06-23]
    Nyckelord :Brand Management; B2C Brands; Artificial Intelligence; AI Applications;

    Sammanfattning : The fast transforming world of technology has made the environment for Brand Management increasingly complex. To survive, brands need to raise the stakes, develop sharper strategies, provide holistic experiences, and gain a better understanding of their customers. LÄS MER

  5. 4. Once upon a time there was a signature story

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Eileen Marlena Kersten; Felicia Do; Lieke Theadora Adriana Brinkhof; [2020]
    Nyckelord :Signature stories; Storytelling; Strategic message; Aaker’s criteria; Brands; Business and Economics;

    Sammanfattning : Purpose – The term signature story was explored by David Aaker in his book published in 2018. The purpose of this paper is to further investigate, examine and build upon his concept. LÄS MER

  7. 5. Marketing managers in the age of AI : A multiple-case study of B2C firms

    Master-uppsats, Umeå universitet/Företagsekonomi

    Författare :Alex Mugrauer; Johannes Pers; [2019]
    Nyckelord :artificial intelligence; machine learning; decision-making; marketing; marketing manager; MarTech;

    Sammanfattning : The growing capacity of artificial intelligence (AI) has been compared to how electricity transformed our world and industries a hundred years ago. AI is changing the rules, roles and tools of marketing, as marketing is one of the most prosperous areas to implement AI in. LÄS MER