Sökning: "hkr marketing"

Visar resultat 1 - 5 av 96 uppsatser innehållade orden hkr marketing.

  1. 1. A greener industry or just green marketing? : an exploratory study about how consumers experience green marketing in the fast fashion industry

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Emma Källström; Julia Brandin; [2021]
    Nyckelord :Green marketing; Sustainability; Fast fashion; Theory of Planned Behavior; Consumer Awareness;

    Sammanfattning : The purpose of this thesis is to explore how consumers experience green marketing within the fast fashion industry. The Theory of Planned Behavior was used as a foundation for a conceptual framework. A qualitative approach was used, and the empirical data was gathered through three semi-structured focus groups with a total of 17 participants. LÄS MER

  3. 2. Motivationsfaktorer till frivillig hållbarhetsrapportering och en analys av rapportens innehåll : en insikt från svenska SME:s

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Robin Salomonsson; Sebastian Jonsson; [2021]
    Nyckelord :ESG; small and medium-sized enterprises; motivation; sustainability reporting; sustainability; voluntary; reporting quality; ESG; små och medelstora företag; motivation; hållbarhetsrapportering; hållbarhet; frivilligt; rapporteringskvalitét;

    Sammanfattning : Problematiseringen i den här studien har visat att det redan har gjorts en omfattande forskning avseende hållbarhetsrapportering, SME:s och motivationen bakom hållbarhetsaktiviteter. Emellertid har ett forskningsgap identifierats angående varför små och medelstora aktiebolag som inte har lagstadgad skyldighet att hållbarhetsrapporterar ändå gör det. LÄS MER

  4. 3. It’s just a meme bro! : How memes in marketing communication affects brand personality

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Alban Krasniqi; Victor L. Palmstadius; [2021]
    Nyckelord :Brand personality; A New Measure of Brand Personality; secondary associations; memes; marketing communication;

    Sammanfattning : Internet memes have in recent years become a prevalent phenomenon which brands have now started to use in their marketing communication efforts. Previous brand personality research suggested that communication style can change a brand’s perceived personality from a consumer’s perspective. LÄS MER

  5. 4. Co-creators or puppets? : a study on AI-marketing’s role in consumers’ value co-creation

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Frida Bergquist Olsson; Hanna Dahl; [2021]
    Nyckelord :Digital marketing; AI Marketing; AI-based decision aids; Service-Dominant Logic; Value co-creation; Value co-destruction; Consumer value;

    Sammanfattning : In recent years, AI has received increased attention in the field of marketing and is believed to grow even more in the future. It seems that the use of AI in marketing has a significant impact on consumer value creation. LÄS MER

  7. 5. Roll Camera, Roll Sound, Roll the Experience! : the consumer perspective on live shopping as an experience

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Adam Kubiak; David Persson; [2021]
    Nyckelord :live; shopping; social; business; marketing; experience;

    Sammanfattning : Live shopping is a relatively new phenomenon that combines live streaming with online shopping. Past research has explored live shopping as a functional marketing tool, used to increase sales and purchase intention. LÄS MER