Browsing NHH Brage by Author "Breivik, Einar"
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Brand strategies and brand effects in industrial markets
Breivik, Einar (Report, Research report, 2000-12)The purpose of this report is to identify variables and situations that influence the importance of brands and brand strategies. Building strong brands may be of vital importance for these industries to compete with foreign ... -
Can brands have superheroes? : a study investigating the effects of brand alliances with superhero characters on the evaluation of the host brand
Hégner, Noémi; Peixoto, Gabriel (Master thesis, 2017)Despite the growing popularity of brand alliances, there has been a fairly low amount of research regarding this strategy if compared to others, such as brand extensions. Additionally, there is an increasing trend of ... -
Consumer brand relationships: an investigation of two alternative models
Breivik, Einar; Thorbjørnsen, Helge (Journal article; Peer reviewed, 2008)Many studies have proposed the use of the relationship metaphor to enhance the understanding of the relationship between consumers and brands. However, few studies have empirically tested consumer–brand relationship models. ... -
Consumer ethnocentrism: a research synthesis and meta-analysis of its sociopsychological antecedents and outcomes
Mellinger, Lara (Master thesis, 2017)The goal of this thesis is to identify the socio-psychological antecedents and main outcomes of consumer ethnocentrism, and to quantify the relationship of consumer ethnocentrism and these related constructs. For this, ... -
Electronic Word-of-Mouth and consumers’ intention to purchase : a study of the effects of valence and argument quality of online reviews
Rabben, Ingrid; Larsen, Vilde Instanes (Master thesis, 2017)As technology has developed and phenomenon such as the participative web has emerged, the opportunities of communication and sharing has expanded simultaneously. The participative web represents a revolution where users ... -
Evaluation differences between goods and services : the role of product intangibility
Breivik, Einar (Doctoral thesis, 1995)This work considers services marketing theory regarding consumer evaluations. A common assertion within the services marketing literature is that services are more difficult to evaluate than goods. Part of this work ... -
Exclusive content on audio and media streaming services : an empirical study in the Italian market.
Gammaraccio, Edoardo (Master thesis, 2023)The following treatise aims to make an illustration of exclusive content and how it could be included in the offerings of music streaming platforms (DSPs). After providing a general overview of the music industry, secondary ... -
Market entry in the German pharmaceutical market : a framework for business intelligence measures
Müller, Marco (Master thesis, 2018)Pharmaceutical companies today are under great pressure to successfully launch new specialty drugs, high-tech products for small patient populations with cost intensive R&D and complex mechanisms of effect. At the same ... -
Moral Attribution of Money Laundering Transgressions : Do the layperson blame the bank?
Kjellevold, Kyrre (Master thesis, 2021)This master thesis reports the result of an experiment on laypersons attribution of blame and evaluation of moral wrongness in the aftermath of money laundering transgressions by a bank. We manipulate two key variables ... -
Mulige kritiske suksessfaktorer ved digitaliseringsprosjekt i offentlig helsesektor : en komparativ casestudie av to offentlige digitaliseringsprosjekt
Østrem, Anita Helland; Røyrvik, Christina (Master thesis, 2018)Det er økt fokus på effektivisering og digitalisering i offentlig helsesektor, samtidig som vi ser at flere digitaliseringsprosjekt mislykkes. Vi ønsker å bidra med ny innsikt på området, og studien søker dermed å kartlegge ... -
Virtual reality in experience marketing: An empirical study of the effects of immersive VR
Ebbesen, Marius; Ahsan, Sabeel (Master thesis, 2017)Recent technological development has led virtual reality (VR) head mounted displays (HMD) to become commercially available to the mass market. Consumers have started to adopt the technology quickly, and forecasts for the ... -
The Willingness to Disclose Personal Information to a Website : The Role of Website Personality, Context Sensitivity and Self-Congruity
Pialorsi, Alberto (Master thesis, 2022)Nowadays, consumer data collection is crucial for companies; however, what determines the individual’s disposition to disclose data is not well investigated. This study analyses the willingness to disclose personal ...