Sökning: "consumer-based marketing"

Visar resultat 1 - 5 av 21 uppsatser innehållade orden consumer-based marketing.

1. 1. Building Blocks for a Better Buyer Experience: Consumer Perceptions of Blockchain Authentication Methods in Second-Hand Luxury E-Commerce

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Katie Fajer; Lisa Alm; Amanda Gerth; [2023]
   Nyckelord :Second-hand luxury e-commerce; Blockchain technology; Authentication; Perceived Risk; Theory of Planned Behaviour; Consumer Behaviour.; Business and Economics;

   Sammanfattning : Title: Building Blocks for a Better Buyer Experience: Consumer Perceptions of Blockchain Authentication Methods in Second-Hand Luxury E-Commerce Date of the Seminar: 2nd of June, 2023 Course: BUSN39: Degree Project in Global Marketing Authors: Lisa Alm, Amanda Gerth & Katie Fajer Supervisor: Burak Tunca Keywords: Second-hand luxury e-commerce, Blockchain technology, Authentication, Perceived Risk, Theory of Planned Behaviour, Consumer Behaviour. Thesis Purpose: To explore consumer perspectives towards the implementation blockchain technology as a service offered within the authentication of second-hand vintage luxury e-commerce Methodology: This quantitative research study utilises an independent sample t-test to compare Perceived Risk, Attitudes, Perceived Behavioural Control, Subjective Norms, and Purchase Intention in regard to authentication method surveyed. LÄS MER

3. 2. Extern design och marknadsföringssamarbete - ur ett konsumentperspektiv

   Kandidat-uppsats, Södertörns högskola/Företagsekonomi

   Författare :Christina Maria Iliadou; Mariann Ebrahim; [2022]
   Nyckelord :external design; marketing; marketing lead; design lead; co-branding; collaboration patterns; innovation; brand consistency; star-based designer.; extern design; marknadsföring; marketing lead; design lead; co-branding samarbetsmönster; innovation; varumärkeskonsistens; stjärndesigner;

   Sammanfattning : The lack of synergy between design and marketing departments can result in less innovative products which can lead to less customer satisfaction. This problem has affected the perfume and cosmetic industry as well, which is considered to be an industry with high competitiveness but also a high innovation rate. LÄS MER

4. 3. Data är det nya guldet - men vad är riskerna?

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Alexandra Skagerholm; Markus Anderberg; Johanna Sandberg; [2022]
   Nyckelord :Data collection; Perceived risk; Consumer impact; Big Data; Marketing; Business and Economics;

   Sammanfattning : Sammanfattning Examensarbetets titel: Data är det nya guldet - men vad är riskerna? Seminariedatum: 2022-01-13 Ämne/Kurs: FEKH29, Företagsekonomi: Examensarbete kandidatnivå i marknadsföring, 15 högskolepoäng Författare: Markus Anderberg, Johanna Sandberg och Alexandra Skagerholm Handledare: Peter Svensson Fem nyckelord: Datainsamling, Upplevd risk, Konsumentpåverkan, Big data, Marknadsföring. Forskningsfråga: Vad påverkar konsumenters upplevda risk till företags datainsamling? Syfte: Studien syftar till att undersöka hur konsumenter upplever risk vid företags datainsamling och på så sätt bidra till den befintliga forskningen som finns inom datainsamling och risk. LÄS MER

5. 4. Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement

   Magister-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Författare :Henrik Aronsson; Paul Kato; [2021]
   Nyckelord :Brand activism; brand equity; consumer-based brand equity; social activism; woke washing;

   Sammanfattning : Date: 3 June Level: Master Thesis in Business Administration, 15 credits Institution: School of Business, Society and Engineering, Mälardalen University Authors: Paul Kato (95/03/11) and Henrik Aronsson (95/10/29) Title: Brand Activism, does it work? Tutor: Edward Gillmore Keywords: Brand activism, brand equity, social activism, attitudes, woke washing Research questions: a. How is the consumer-based brand equity affected by a company’s use of social activism in its marketing? b. LÄS MER

7. 5. Hur påverkas det konsumentbaserade brand equity av hållbarhetsmarknadsföring? : En kvantitativ studie om hur hållbarhetsmarknadsföring påverkar det konsumentbaserade brand equity och hur det i sin tur påverkar konsumenternas köpengagemang.

   Kandidat-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Författare :Fanar Soror Francis; Henrik Aronsson; Jonathan Fesahaye; [2020]
   Nyckelord :Brand equity; hållbarhetsmarknadsföring; attityder greenwashing;

   Sammanfattning : 8 June 2020 Bachelor thesis in Business Administration, 15 cr School of Business, Society and Engineering, Mälardalen University Fanar Soror Francis Henrik Aronsson Jonathan Fesahaye (95/11/30) (95/10/29) (94/03/01) How is consumer-based brand equity affected by sustainability marketing? Daniel Tolstoy Brand equity, sustainable marketing, purchase intent, attitudes, consumer-based brand equity How is a company's consumer-based brand equity affected by the company's use of sustainability advertising? How does this in turn affect the purchase intent with consumers? The purpose of this study is to show how and to what extent a company's consumer-based brand equity is affected by their sustainability marketing. Quantitative method The authors conclude that sustainability advertising has a negative effect on consumer-based brand equity in the industries selected for this quantitative study. LÄS MER