Sökning: "consumer behaviour in marketing communication"

Visar resultat 1 - 5 av 71 uppsatser innehållade orden consumer behaviour in marketing communication.

1. 1. Lost in the Weeds : Understanding the Firm's Perspective of Regulations on Marketing Communications in the Canadian Cannabis Industry

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Författare :Benjamin Farnworth; Edward Williams; [2023]
   Nyckelord :External Regulation; Marketing Communication; Institutional Theory; Institutional Pressures; Isomorphic Pressure; Canadian Cannabis Industry;

   Sammanfattning : Background: Marketing communication is the process of communicating with the customer, this is all communicative materials that are produced by the firm in order to influence the consumer. Regulations are all the rules, instructions, memos issued by a market authority that dictate the ways a firm may present their brand. LÄS MER

3. 2. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

   Master-uppsats,

   Författare :Alice Sbrogio; Kristian Shamon; [2023]
   Nyckelord :sustainability; advertisement; laundry detergents; deception; trust; purchase intention; rational appeal; emotional appeal;

   Sammanfattning : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. LÄS MER

4. 3. Marknadsföringsstrategier Inom Dagligvaruhandel Under Hög Inflation : En Kvalitativ Studie

   Kandidat-uppsats, Högskolan i Gävle/Företagsekonomi

   Författare :Adris Ahmady; Maryam Mohammed; [2023]
   Nyckelord :;

   Sammanfattning : Titel: Marknadsföringsstrategier inom dagligvaruhandeln under hög inflation Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Adris Ahmady och Maryam Mohammed Handledare: Peter Ek Datum: 2023-juni Syfte: Syftet med denna studie är att undersöka marknadsföringsstrategier för företag inom dagligvaruhandel under en hög inflationstakt. För att bidra med ökad förståelse kring hur företagens marknadsföring påverkas, görs en jämförelse mellan strategier inom marknadsföring som företagen tillämpar under normala ekonomiska omständigheter och hur dessa förändrats eller påverkats under en ekonomisk kris, i detta fall en stigande inflation. LÄS MER

5. 4. Are you as green as the Grinch - or is it just an illusion?

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Emelie Persson; Linnea Svensson; [2022]
   Nyckelord :Attitude-behaviour gap; online consumer behaviour; green consumption; green marketing; green communication strategies; Business and Economics;

   Sammanfattning : Thesis purpose: The purpose of this thesis is to reveal what critical factors affect the attitude-behaviour gap when consuming green apparel online, and what aspects in retailers’ green communication strategies are perceived to have an influence on performing green consumer behaviour online. Theoretical perspective: An own illustration of a theoretical framework has emerged from the reviewed literature. LÄS MER

7. 5. Mending the end-goal paradox of social and commercial marketing

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Klara Käll; Nuria Budesca Alameda; [2022]
   Nyckelord :Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain; Business and Economics;

   Sammanfattning : Title: Mending the end-goal paradox of social and commercial marketing - An explorative case study of brands’ emotional communication influence on consumers’ behavioural attitudes Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master level Authors: Klara Käll & Núria Budesca Alameda Supervisor: Annette Cerne Keywords: Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain Purpose: The purpose of this study is to investigate consumers' attitudes toward social marketing behaviours communicated by brands with regards to emotions. Methodology: This research was carried out with the research philosophies of relativism for ontology and social constructionism for epistemology. LÄS MER