Sökning: "Consumer endorsement"

Visar resultat 1 - 5 av 44 uppsatser innehållade orden Consumer endorsement.

  1. 1. Rekommendationers påverkan på konsumentbeteende : En kvantitativ studie av jämförelse mellan expert- och hållbarhetsrekommendationer inom livsmedelsbranschen

    Magister-uppsats, Karlstads universitet/Handelshögskolan (from 2013)

    Författare :Oscar Karlsson; Ludwig Ziegler; [2023]
    Nyckelord :Recommendations; Consumer Behavior; Decision-making Process; Congruence; Green Marketing; Authority; Rekommendationer; Konsumentbeteende; Beslutsprocess; Kongruens; Grön marknadsföring; Auktoritet;

    Sammanfattning : Previous research indicates that recommendations generally have a positive impact on consumer consumption, however, studies have primarily focused on industries such as film, dining and wine. This study examines the effects of various types of recommendations on consumer behavior within the food industry, where purchases tend to be routine and characterized by automated decision-making processes. LÄS MER

  3. 2. How Influential Are They? An explorative study into the relationship between consumer-based brand equity and influencer endorsements.

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Författare :Syeda Saana Hashmi; Fatima Khan; [2023]
    Nyckelord :Influencer; influencer endorsement; brand equity; brand loyalty; brand image; brand awareness; trust; knowledge; expertise; authenticity. ;

    Sammanfattning : Purpose: This paper aims to explore the relationship between an influencer’s endorsement of a brand and the subsequent brand’s equity within a consumer’s mind. Research Question: How will an influencer endorsement influence a consumer’s brand equity?  Design, Methodology, and Approach: The authors of this paper used a qualitative approach, inductive structure. LÄS MER

  4. 3. Influencer Endorsements of E-Cigarette Brands on Instagram : A study of Gen Z perception of influencers endorsing e- cigarette brands on Instagram

    Magister-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Isha Grover; Ander Jauregui; [2023]
    Nyckelord :Instagram; Influencer Marketing; Gen Z; E-cigarettes; E-cigarette influencers; Source Credibility; Sponsorship disclosures; Celebrity Endorsement;

    Sammanfattning : The widespread use of social media platforms and the emergence of influencer marketing have revolutionized brand-consumer interactions, particularly among the younger demographic. In line with this trend, the influence of e-cigarette influencers on Generation Z (Gen Z) has become a prominent area of research. LÄS MER

  5. 4. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication

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

    Författare :Emma Edström; Yufei Erik Luo; [2023]
    Nyckelord :Endorser Marketing; Source Credibility Model; Source Attractiveness Model; Product Match-Up Hypothesis; Endorsement;

    Sammanfattning : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. LÄS MER

  7. 5. Effektiv TV-reklam? : En kvalitativ studie om potentiella faktorer bakom effektiv TV-reklam samt konsumenters tittarvanor

    Kandidat-uppsats, Södertörns högskola/Institutionen för samhällsvetenskaper

    Författare :Even Romodan; Oscar Sundström; [2021]
    Nyckelord :In-stream video ads; TV-commercials; Entertainment Value; Information Value; Creativity; Brand Image; Celebrity Endorsement; effective TV-commercials; potential factors; Consumer Perspective; Internet; Television; In-stream video ads; TV-reklam; Entertainment Value; Information Value; Kreativitet; Brand Image; Celebrity Endorsement; effektiv TV-reklam; potentiella faktorer; konsumentperspektiv; Internet; TV.;

    Sammanfattning : Bakgrund: Det finns problem kring att avgöra exakt hur effektiva reklamkampanjer är. TV-reklam är det mest inflytelserika mediet och fastän det inte finns belägg för att det direkt leder till något köp så kan det leda till att TV-reklamen förblir i vårt medvetande. LÄS MER