Sökning: "Ilse van de Haar"

Hittade 2 uppsatser innehållade orden Ilse van de Haar.

1. 1. Surviving in the Era of Sustainability Marketing – The impact of green claims on consumers’ purchase intention of environmentally friendly fashion products

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Ilse van de Haar; Louise Hesseborn; [2020]
   Nyckelord :Green Claims; Environmental Sustainability; the 5 I’s of Green Marketing; Purchase Intention; Sustainable Fashion.; Business and Economics;

   Sammanfattning : Thesis Purpose: The objective of this study is to research how vocal green companies can use green claims in online marketing advertisement text with the aim to recommend ways in which they can positively impact the purchase intention of environmentally friendly fashion products. Methodology: In this quantitative study, the data is analysed through correlations, after which significant differences are captured through the Fisher Z transformation, followed by a one-way ANOVA test analysing the gender effect. LÄS MER

3. 2. How Artificial Intelligence is changing The Relationship Between The Consumer and Brand in The Music Industry

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Ilse van de Haar; Cecilie Pedersen Broberg; Ifigenia Doshoris; [2019]
   Nyckelord :Artificial Intelligence; Spotify; Music Industry; Brand and Market Orientation Matrix; STP model; Business and Economics;

   Sammanfattning : Purpose - The aim of this paper is to analyze Artificial Intelligence in the music industry in order to provide an indication of how Artificial Intelligence is expected to continue impacting the connection between the consumer and the brand. Design/methodology/approach - The study is based on a qualitative single case study method and it discusses how Spotify has incorporated Artificial Intelligence into its practices supportive of its branding strategy. LÄS MER