Sökning: "Martin Kagstedt"

Hittade 2 uppsatser innehållade orden Martin Kagstedt.

  1. 1. 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

  3. 2. Terroris(k)m in international business : The impact of terrorism on internationalization and risk management for Swedish firms prospecting or operating in less developed countries.

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Christoffer Bolin; Martin Kagstedt; [2018]
    Nyckelord :Terrorism; Globalization; International business; Swedish firms; Less developed countries; Internationalization; Risk management; De-internationalization;

    Sammanfattning : Previous research has underlined the importance of the connection between the increase of globalization and the increase of terrorism. Furthermore, previous research has made a distinction between direct and indirect effects and the impact the latter has on firms in an international context. LÄS MER