Sökning: "Marketing Scepticism"

Visar resultat 1 - 5 av 16 uppsatser innehållade orden Marketing Scepticism.

  1. 1. Hermès in ASMR style : a study of ASMR in fashion marketing footage and associated experiences of luxury brand lovers

    Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Muthuporuthotage Salini Rasadi Perera; [2024]
    Nyckelord :Asmr; Asmr Marketing; Brand Experiences; Hermès; Brand Love;

    Sammanfattning : The study presented here delves into the integration of Autonomous Sensory Meridian Response (ASMR) content into fashion marketing strategies, with a specific focus on the renowned luxury brand Hermès. ASMR is a perceptual phenomenon characterized by tingling sensations and feelings of relaxation triggered by certain audio visual stimuli. LÄS MER

  3. 2. Unwrapping Brand Activism

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Denise Vork; Bruno Dewever; [2023]
    Nyckelord :Brand Activism; Packaging; Consumer Engagement; Consumer Perceptions; Socio-political Issues; Consumer Resistance; Business and Economics;

    Sammanfattning : This research used a qualitative approach, more specifically, netnography based on two cases. The two empirical cases on the use of brand activism on packaging that have been selected for this study are: (1) Walmart’s introduction of a ‘Celebration Edition’ Ice Cream for Juneteenth, and (2) Skittle’s introduction of a rainbow- free packaging to support the LGBTQ+ community. LÄS MER

  4. 3. 50 shades of green: Leder miljöomsorg till skepsis eller gillande av grön reklam?

    Kandidat-uppsats, Göteborgs universitet/Institutionen för psykologi

    Författare :Dararath Vongnongvar; [2022-02-04]
    Nyckelord :grön reklam; miljöpsykologi; skepsis; grön marknadsföring; konsumentattityder; konsumnetbeteende; miljöengagemang; miljöomsorg; greenwashing; consumer attitudes; consumer behavior; green products; green marketing; environmental psychology; scepticism; green advertising; environmental attitude;

    Sammanfattning : Syftet med studien var explorativt och ämnade undersöka ifall det fanns ett direkt samband mellan miljöomsorg och skepsis mot grön bil-, kött- och klädreklam ur ett generellt perspektiv. 90 personer deltog i en enkätundersökning och den erhållna kvantitativa data analyserades med korrelations- och regressionsanalyser. LÄS MER

  5. 4. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jakob Ferenius; Victoria Kotras; [2021]
    Nyckelord :Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

    Sammanfattning : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. LÄS MER

  7. 5. GREEN SKEPTICISM : How green intentions can lead to brown choices

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

    Författare :Linnéa Lundin; [2021]
    Nyckelord :CSR; green advertising; green washing; scepticism; consumer behaviour;

    Sammanfattning : Although much is known about the conscious consumer, very little is known about green advertising. Given the growing attention placed on environmental issues and the heavy reliance of the consuming public on mass media, the dire lack of credibility in green advertising is in a shocking state. LÄS MER