Sökning: "Different generational cohorts."
Visar resultat 1 - 5 av 8 uppsatser innehållade orden Different generational cohorts..
1. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement
Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)Sammanfattning : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. LÄS MER
2. Consumers' involvement of online luxury purchases
Master-uppsats, Mälardalens universitet/Akademin för ekonomi, samhälle och teknikSammanfattning : ABSTRACT Date: 2022-06-01 Level: Master thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Nor Reda Rubar Onursal Title: Consumers’ involvement of online luxury purchases Supervisor: Stylianos Papaioannou Keywords: Online luxury, Consumer behavior, Theory of planned behavior, Different generational cohorts. Research questions: What factors influence consumers’ involvement of luxury purchases online? Purpose: The purpose of this study is to examine the identified gap in regards to online purchases of luxury goods in the context of cars and how it in turn may influence consumers’ involvement. LÄS MER
3. What Does it Take to Forgive? : A study about what impacts brand forgiveness after a transgression
Master-uppsats, Uppsala universitet/Företagsekonomiska institutionenSammanfattning : No one is perfect, and that includes the brands that we use. Therefore, there will inevitably come a time in a brand’s existence where a transgression occurs that will harm their relationships with its customers. The decision to forgive a brand after a transgression is a complex and individual process that evolves over time. LÄS MER
4. I Would Not Buy From That Brand! : A Comparative Study of Generation X, Y, and Z’s Brand Avoidance Behaviours Towards Fast Fashion Brands
Master-uppsats, Jönköping University/Internationella HandelshögskolanSammanfattning : Background: Several fast fashion brands have been criticised regarding their business practices, with poor working conditions in developing countries and use of toxic chemicals. Subsequently, many consumers have turned to anti-consumption practices such as brand avoidance to distance themselves from various fast fashion brands. LÄS MER
5. Why we trust What we trust
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Title: Why we trust What we trust Seminar date: 2020-06-04 Course: BUSN39 Degree project in Global Marketing, 15 credits Authors: Sofi Hagander & Hampus Harrysson Supervisor: Veronika Tarnovskaya Keywords: Brand Trust, Financial Services, Non-traditional Advertising, Consumption Values, Generation X and Y Thesis purpose: Aims to enrich the understanding of how non-traditional advertising in financial services affects consumers' brand trust and if this perception differs between the generational cohorts X and Y. Methodology: This study is based on a philosophy of social constructionism. LÄS MER