Sökning: "Behavior-al Intentions"

Hittade 1 uppsats innehållade orden Behavior-al Intentions.

  1. 1. The Use of Crowdsourcing as a Strategic Marketing Tool - An Examination of Brand Perceptions and Behavioral Intentions

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Tatjana Stanke; Sarah Drogosch; [2015]
    Nyckelord :Non-participants; Behavior-al Intentions; Brand Perceptions; Brand Equity; Marketing; Crowdsourcing; Business and Economics;

    Sammanfattning : The aim of this study is to understand how crowdsourcing campaigns in an online environment can change brand perceptions and behavioral intentions of non-participating customers. Therefore, the thesis connects two major concepts. First the phenomenon of crowdsourcing will be discussed with emphasis an emphasis on its use in marketing. LÄS MER