Sökning: "zehui sun"

Hittade 3 uppsatser innehållade orden zehui sun.

  1. 1. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Zehui Sun; Xiaoyuan Cheng; [2023]
    Nyckelord :Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

    Sammanfattning : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. LÄS MER

  3. 2. Staying competitive within the EU energy sector to realize energy transition and potential sustainable competitive advantage: A resource perspective

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Deumini Soysa; Sarah Staehly; Zehui Sun; [2022]
    Nyckelord :Resource-based view; dynamic capabilities; resource leveraging; energy transition; sustainable competitive advantage; Business and Economics;

    Sammanfattning : Our research has conducted a comparative cross-case analysis to assess how firm-specific resources can enable the energy transition within firms located in the EU. The multiple-case study was based on data collected from two incumbent energy companies that were founded and headquartered in an EU country (E.ON and Vattenfall). LÄS MER

  4. 3. Heritage luxury brands in millennial times

    L1-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Zehui Sun; Xiaoyuan Cheng; Tanja Sukaj; [2022]
    Nyckelord :Brand Heritage; Heritage Brands; Luxury Brands; Millennial; Business and Economics;

    Sammanfattning : This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. LÄS MER