Sökning: "consumer perceived ethicality CPE"

Hittade 2 uppsatser innehållade orden consumer perceived ethicality CPE.

  1. 1. Does it matter to have an ethical brand? : A qualitative study of millennials perspective on unethical marketing activities within the soft drink industry

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Aqsaa Bidiwala; Ziying Liu; [2019]
    Nyckelord :brand loyalty; business ethics; marketing activities; millennials; soft drink; consumer perceived ethicality CPE ; ethical decision making;

    Sammanfattning : Background Brand loyalty has been studied by a large number of scholars over the past few decades, including its impact on consumer purchase behavior and as a core concept when creating brand value. Having ethical business practice helps retain customers trust and enforce their loyalty to the brand. LÄS MER

  3. 2. Is dynamic pricing the right way to go? : A quantitative study of dynamic pricing and its effect on brand trust and consumer perceived ethicality

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

    Författare :Hugo Nyberg; Herman Kempe; [2018]
    Nyckelord :;

    Sammanfattning : Purpose: The purpose of this thesis isto extend the understanding of Consumer Perceived Ethicality by examining the relationship between dynamic pricing, brand trust and CPE. Research questions: What relationship does dynamic pricing have with CPE? What effect does brand trust have in the relationship between dynamic pricing and CPE? Methodology: A explanatory research design with a quantitative approach was conducted. LÄS MER