Sökning: "Brand Hierarchy"

Visar resultat 6 - 10 av 33 uppsatser innehållade orden Brand Hierarchy.

  1. 6. “Attitude is a little thing that makes a big difference” : Exploring the impact of marketing appeals on sustainable consumption

    Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Författare :Anton Rask; [2021]
    Nyckelord :marketing appeals; sustainability marketing; sustainable consumption; green marketing; appeals;

    Sammanfattning : In today’s society, companies engage in sustainable efforts to lower the impact consumption has on the environment. To emphasize these efforts, companies utilize sustainable marketing to gain consumers’ attention. LÄS MER

  3. 7. Do You Dare to Compare? The Effects of Comparative Advertising on Consumer Responses Towards the Advertised and Attacked Brands - A Case Study of Arla Foods and Oatly

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

    Författare :Louise Håkansson; Ebba Norberg; [2020]
    Nyckelord :Comparative Advertising; Market Position; Advertising Value; Malicious Comparative Advertising; Hierarchy of Effects;

    Sammanfattning : In 2014, a long-stretched feud began between dairy company Arla Foods and oat milk company Oatly, and is continuously ongoing. The rivalry between the two companies includes advertising where the companies target one another, in different ways. LÄS MER

  4. 8. Vad påverkar konsumenters val av funktionsdryck? : En undersökning om vilka faktorer som påverkar konsumenters val av varumärke på funktionsdrycksmarknaden i Sverige

    Kandidat-uppsats, Södertörns högskola/Institutionen för samhällsvetenskaper

    Författare :Adam Hansson; Angelica Gustafsson; [2019]
    Nyckelord :Funktionsdrycker; hälsa; marknadsföring;

    Sammanfattning : Consumption of functional drinks has grown immensely and companies have identified the market as profitable, which has led the competition within the market to intensify. The choices of products are increasing and that evokes the question which factors consumers value when choosing a brand over another. LÄS MER

  5. 9. Biodiversity and Business : Multiple Case-Studies on Biodiversity Strategy in Sweden

    Master-uppsats, Umeå universitet/Företagsekonomi

    Författare :Amna Goaied; Christian Sjöland; [2019]
    Nyckelord :Biodiversity Net Gain; Biodiversity Loss; Biodiversity Strategies; Mitigation Hierarchy; No Net Loss; Stakeholders; Implications and Drivers.;

    Sammanfattning : Biodiversity loss has been stated as one of the greatest risks for the future society according to the World Economic Forum (2018, p. 5). A million species is risking extinction due to current societies’ practices according to a report published during the conduction of this study(Brondizio et al., 2019, p. LÄS MER

  7. 10. Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness

    Magister-uppsats, Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

    Författare :Erik Bäcklund; Kagstedt Martin; [2019]
    Nyckelord :Generational Cohorts; Generation Z; Communication Channels; Integrated Marketing Communications; Consumer Behaviour; Hierarchy of effects model; Brand Awareness; Brand Knowledge; Brand Liking; Purchase Intention.;

    Sammanfattning : Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. LÄS MER