Sökning: "Utilitarian Product Category"

Hittade 5 uppsatser innehållade orden Utilitarian Product Category.

1. 1. Cause-Related Marketing in the Face of Environmental CSI: Who Donates - Firm or Customer? A quantitative study of CRM-initiatives within the transportation sector.

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Fredrika Wiktorin; Philip Locklund; [2020]
   Nyckelord :Cause-Related Marketing; Corporate Social Irresponsibility; Carbon Offsetting; Hedonic Product Category; Utilitarian Product Category;

   Sammanfattning : Cause-related marketing (CRM), where money is donated to a cause in connection with a purchase, has become a popular marketing strategy to increase funding for a good cause while improving customer relationships. As many firms act within corporate social irresponsible (CSI) industries, an ambiguity regarding how to engage in CRM is present. LÄS MER

3. 2. Integrering och optimering vid social medieannonsering - En kvantitativ studie om landningssidans påverkan på konsumentupplevelsen från social media

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Jennie Padron Benitez; Viktor Gärdhammar; [2017]
   Nyckelord :Landing page; Social media; Consumer experience; Hedonic; Utilitarian;

   Sammanfattning : Through the progression of digitization, retailers have the opportunity to interact with their consumers through more channels and touch points than before. Today, a company would like to be seen on social media and be able to communicate with its consumers and show their offerings. LÄS MER

4. 3. E-loyalty 2.0 - En kvantitativ studie om e-lojalitetsutveckling inom olika kategorityper

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Asmir Mahmuljin; Emir Krajinovic; [2017]
   Nyckelord :E-loyalty; E-satisfaction; E-trust; E-quality; Category type;

   Sammanfattning : With a growing e-commerce and all the benefits that come with it, e-loyalty has come to play a crucial part in the survival of e-tailers. However, studies have not fully explored the e-loyalty development process as to what kinds of different e-loyalty aspects are established, and how these aspects vary between category types. LÄS MER

5. 4. Namnet som funktion av produkten? En studie om användandet av hedoniska och funktionella produktlinjenamn som signalerande attribut

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Gustav Bengtsson; Fabian Bratell; [2015]
   Nyckelord :Product Lines; Names; Information Economics; Signaling; Structural Equation Modeling;

   Sammanfattning : As brands grow in the global economy, marketers are desperately trying to find new and efficient ways to reach consumers with their products. In recent years companies have started to use product lines to further describe and categorize their offerings. LÄS MER

7. 5. Från engagemang till intention - En kvantitativ studie om sambanden mellan engagemang och konsumenters intention att använda detaljisters smartphone-applikationer

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :David Isaksson; Marcus Kullman; [2015]
   Nyckelord :Smartphone application; Behavioral Intention; Involvement; Hedonic; Product Category;

   Sammanfattning : Smartphone applications, or apps, are an increasingly important part of omnichannel retailing. While the adoption and usage of apps for communicating with consumers has grown exponentially over the past few years, there is little academic research in this area. LÄS MER