Sökning: "brand promotion"

Visar resultat 6 - 10 av 107 uppsatser innehållade orden brand promotion.

1. 6. Applying the Theory of Planned Behaviour to Predict the Consumption of Meat Analogues

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Alexej Mikus; Milena Conny Annika Desch; [2022-08-04]
   Nyckelord :Theory of Planned Behaviour TPB ; meat analogues; perceived sensory attributes; food curiosity; brand trust; consumer intention; consumer behaviour; sustainable consumption; food consumption; confirmatory factor analysis; structural equation modelling; binary logistic regression;

   Sammanfattning : The increasing trend to consciously reduce meat consumption is accompanied by a strong growth in the supply and demand of meat analogue products. This study aims to predict the consumer intention to consume plant-based meat analogues based on an extension of Ajzen’s (1991) theory of planned behaviour (TPB) with the four factors: perceived sensory attributes, brand trust, food curiosity, and socio-demographic characteristics and lifestyle determinants. LÄS MER

3. 7. Be Proud of Your Menstruation! A case study of commodity feminist discourse in mainland China.

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Yiyun Zhu; [2022]
   Nyckelord :Menstruation; Femvertising; Regional adaption; Orientalism; Critical Discourse Analysis CDA ; Social Sciences;

   Sammanfattning : Adopting a critical discourse analysis approach, this study presents a case study around the “Menstruation should not be hidden” campaign launched by the Swedish brand, Libresse, in the Chinese market. With the aim to explore how does the brand strategically use female empowering discourse to construct new meanings of menstruation for a regional market, and the socio-cultural factors involved. LÄS MER

4. 8. The authenticity of Swedish Craft Gin : A multimodal analysis of marketing of Swedish Craft Gin for international audiences

   Kandidat-uppsats, Örebro universitet/Institutionen för humaniora, utbildnings- och samhällsvetenskap

   Författare :Anton Freij; [2022]
   Nyckelord :Swedish Craft Gin · Culture · MCDA · Multimodality · Authenticity ·Locality;

   Sammanfattning : This thesis aims to investigate how Swedish Companies can appropriate products that have strong cultural connections towards other nations or cultures and reintroduce them onto an international market in an authentic way, with emphasis on their Swedish locality. To do this, the study used the booming market of Swedish Craft Gin Distilleries. LÄS MER

5. 9. Moral Decoupling: Analysis of Possible Factors Causing Consumers to Ignore Brand’s Greenwashing Practices and the Effect on Purchase Intention

   Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Silvia Pilar Cano Casas; Eugènia Valls Llufriu; [2022]
   Nyckelord :Greenwashing; Moral Decoupling; Regulatory Focus Theory; Brand Identity Fusion; Purchase Intention;

   Sammanfattning : Background: Due to the growth of green markets, the phenomenon of greenwashing arises. This leads to consumers experiencing feelings of betrayal and having trust problems with the brand using this misleading tactic. LÄS MER

7. 10. Cosmetics gone green : A quantitative experimental study on green promotional cues and consumers’ purchase intention

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

   Författare :Therese Genovese; Charlotte Green; [2021]
   Nyckelord :green promotion; intrinsic cues; extrinsic cues; theory of planned behavior; ingredients; formula; packaging; brand; green cosmetic products; consumer behavior; purchase intention;

   Sammanfattning : In the context of the world's increasing environmental challenges and the rise of green consumerism, promoting sustainable consumer behavior is more important than ever. This study aims at extending the understanding of consumers' purchase  intention of  environmentally friendly cosmetic products. LÄS MER