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Visar resultat 1 - 5 av 20 uppsatser som matchar ovanstående sökkriterier.

  1. 1. How do the Female Attitudes Towards Sustainable Branding Influence Purchase Intention in the Sportswear Industry : A qualitative study of women aged 20-50.

    Kandidat-uppsats, Jönköping University/IHH, Företagsekonomi

    Författare :Nicole Vizcaino; Emma Kettunen; [2023]
    Nyckelord :Attitudes; Sustainability; Sustainable branding; Brand sustainability; Greenwashing; Sportswear; Sportswear industry; Sports apparel industry;

    Sammanfattning : Background: The sportswear industry has grown rapidly in the past years, with sportswear becoming a popular choice for everyday wear and sports activities. However, concerns about sustainability have emerged, prompting consumers to think about their purchasing habits. LÄS MER

  3. 2. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Zehui Sun; Xiaoyuan Cheng; [2023]
    Nyckelord :Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

    Sammanfattning : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. LÄS MER

  4. 3. Challenges faced by Chinese Brands in Internationalisation – Taking ‘Anta’ as an Example.

    Kandidat-uppsats,

    Författare :Fu Luomanni; Yang Liying; Wu Lisuichao; [2022]
    Nyckelord :Brand Internationalisation; Internationalisation; Anta company; Sportswear; China; MNEs; MNCs.;

    Sammanfattning : Background: Since the Go Global policy in 1999, Chinese firms have been growing and expanding exponentially in the global market. The internationalisation of Chinese firms has attracted not only business partners, policy makers but also researchers with their unconventional process and method. LÄS MER

  5. 4. The effect of social media marketing activities on brand image and brand loyalty : A quantitative study within the sportswear industry

    Uppsats för yrkesexamina på avancerad nivå, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Författare :Frida Johansson; Miranda Hiltula; [2021]
    Nyckelord :Customer Based Brand Equity; Social Media Marketing Activities; Brand Image; Brand Loyalty;

    Sammanfattning : Purpose: The purpose of this thesis is to gain further understanding of how social mediamarketing activities can affect a firm's brand loyalty and brand image. The study was conductedwithin the sportswear industry. LÄS MER

  7. 5. The competition within the walls : a qualitative study about how customers reason regarding their brand choice

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Julia Wallin; Anna Lindborg; [2020]
    Nyckelord :Private label; national brand; store layout; customer behavior; brand equity;

    Sammanfattning : As private labels have developed and increased in recent years, customers’ options have grown. The purpose of this qualitative study is to explore how customers reason when they choose a brand in a Swedish sportswear store, which offers both private labels and national brands. LÄS MER