Browsing NHH Brage by Author "Hem, Leif Egil"
Now showing items 1-20 of 22
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Brand line positioning in the Norwegian mass-produced beer market : a comparative brand association study
Rakap, Øystein E. (Master thesis, 2018)The purpose of this thesis is to compare the image positioning of two Norwegian beer brand lines in terms of consumer perceptions. Despite recent popularity of microbrewery research, it argues that industrial breweries ... -
Can Norway become a net-zero economy under scenarios of tourism growth?
sun, ya-yen; Gössling, Stefan; Hem, Leif Egil; Iversen, Nina Marianne; Walnum, Hans Jakob; Scott, Daniel; Oklevik, Ove (Peer reviewed; Journal article, 2022)The Paris Agreement suggests that all countries engage in significant emission reductions. To stay within safe guardrails, usually defined as a maximum warming of 1.5 °C compared to pre-industrial times, this will mean ... -
Digital innovasjon og merkeidentitet : en casestudie av selskapene Bulder Bank og Fjordkraft
Mahendran, Aiyathi; Sørgjerd, Tine (Master thesis, 2021)I denne masteroppgaven har vi gjennomført en casestudie der vi har analysert den digitale innovasjonsprosessen som selskapene Bulder Bank og Fjordkraft har gjennomført, og hvordan merkeidentiteten har blitt påvirket av den ... -
Effects of consumer ethnocentrism on evaluation of foreign vs. domestic brands : a study of consumer behavior in Southeast Europe
Iversen, Nina M.; Hem, Leif Egil (Report, Research report, 2001-12)The main objective of the pilot project has been to get new insight into the field of international trade and export marketing. We aimed to gain new knowledge of the factors that may impact how consumers from different ... -
En vesentlighetsanalyse i norsk dagligvarebransje : en studie av de mest vesentlige bærekraftsutfordringene i bransjen, og hvordan forretningsmodellinnovasjon kan redusere disse
Aarvik, Mathea Skavhellen; Behzadzadeh, Mitra (Master thesis, 2019)De siste årene har oppmerksomheten rundt bærekraftsproblemet tiltatt både i Norge og resten av verden. Ettersom bedrifter har spilt en stor rolle i utviklingen av problemet, er de ansvarlig for å redusere egne negative ... -
Fra statiske til dynamiske merker i en digital opplevelseskontekst
Iversen, Nina Marianne; Hem, Leif Egil (Peer reviewed; Journal article, 2021)Dagens digitale forbrukere møter merker på smarttelefoner, nettbrett, datamaskiner og spillkonsoller. De digitale plattformene gir merkeeiere et større rom til å skape gode merkeopplevelser. Denne artikkelen beskriver ... -
Hotspot crowding and over-tourism: Antecedents of destination attractiveness
Jacobsen, Jens Kristian Steen; Iversen, Nina Marianne; Hem, Leif Egil (Journal article; Peer reviewed, 2019)This study develops a unique model capturing antecedents of place attractiveness in tourism hotspot crowding contexts. A structural equation model reveals three density dimensions: one destination image variable and two ... -
The influencer effect on tourism : shifting adventure travel behavior towards more sustainability through instagram influencers
Justianto, Melissa; Morley, Camille (Master thesis, 2020)In the past few years, Instagram and the influencer marketing model has offered a significant amount of attention and attraction to the adventure tourism industry, sourcing large crowds of tourists to many “Instagram-famous” ... -
Investigating factors influencing intention to purchase private label brands in cosmetics category
Egorova, Irina (Master thesis, 2016)The thesis focuses on factors influencing intention to purchase private label cosmetics. To the author’s knowledge, there have been no previous attempts to study the relationship between factors and intention to purchase ... -
Konkurransekraften til norske finansinstitusjoner : kriterier som norske bedrifter vektlegger ved valg av norske eller utenlandske leverandører av finansielle tjenester
Hem, Leif Egil; Iversen, Nina M.; Haugland, Sven Arne (Rapport, Research report, 2000-06)Denne rapporten gir en oversikt over hvordan større norske bedrifter vurderer norske kontra utenlandske finansielle foretak. En av rapportens hovedkonklusjoner er at med økende internasjonalisering øker også bruken av ... -
Luxury consumption : how new dimensions of luxury brand management affect Norwegian generation Z’s attitude towards luxury brands and the intention to acquire them?
Kanatova, Aizhamal; Skjærpe, Nicolai Thu (Master thesis, 2020)It is evident that Generation Z will dominate marketing in the next few years. However, there are still limited researches about their buying behavior patterns. The luxury goods consumption among Generation Z is rather ... -
Merkeutvidelser : effekter av trekk ved individ, objekt og kontekst på vurdering
Hem, Leif Egil (Doctoral thesis, 2000) -
Optimal merkestrekk for TineMelk : en studie av hvor langt TineMelk kan strekkes uten at det går på bekostning av kjerneassosiasjonene
Alisøy, Silje Verlo; Fjereide, Hege (Master thesis, 2015)Formålet med denne studien var å undersøke hvor langt TineMelk kan strekkes uten at det går på bekostning av kjerneassosiasjonene sunn, ekte og naturlig. Bakgrunnen for studien er at vi ikke så et tydelig skille mellom ... -
Private label brands : the effect of brand name strategy on perceived quality
Dragåsøien, Mia Marie Stene (Master thesis, 2016)The objective of this study has been to examine if brand name strategy influences the perceived quality of private label grocery brands. The brand name strategy details how the private label brand name is connected to ... -
Private labels in foods : consumer choices between private labels and national brands : investigating the effects of category complexity, social consumption and perceived risk
Mannseth, Tone Blomlie; Roaldsøy, Fred (Master thesis, 2020)The purpose of this thesis was to investigate the effects of social consumption, category complexity and perceived risk on consumer choices between private labels and national brands in addition to studying the potential ... -
Reklamemarkedet : konkurransemessige synspunkter og delmarkeder
Grønhaug, Kjell; Hem, Leif Egil; Nysveen, Herbjørn (Rapport, Research report, 2000-02)Denne rapporten gir en oversikt over reklamemarkedet med særlig vekt på å belyse konkurransen i dette og å identifisere delmarkeder. Det finnes mange aktørgrupper i reklamemarkedet. Her rettes oppmerksomheten i hovedsak ... -
Samfunnsøkonomisk analyse av næringspolitiske virkemidler overfor reiselivsnæringen
Hagen, Kåre Petter; Hem, Leif Egil; Iversen, Nina M.; Kjerstad, Egil; Pedersen, Karl Rolf (Rapport, Research report, 2011-03)I rapporten drøftes det om statlig, fylkeskommunal og kommunal næringspolitikk overfor reiselivsnæringen kan sies å ha en samfunnsøkonomisk begrunnelse. For å kunne karakterisere et tiltak som fornuftig i et samfunnsøkonomisk ... -
Sustainable products and conceptual processing fluency: Investigating dynamics among implicit attitudes, explicit attitudes, and buying intent for sustainable products through priming paradigm
Marchina, Anna (Master thesis, 2021)In today’s information-dense environment, people struggle to filter through the abundance of content from social media, emails, newsletters, and advertisements, while companies battle for the slightest chance of getting ... -
Temporary logo change : a marketing tool to affect the brand image : an exploratory study
Nemec, Jessica (Master thesis, 2020)The purpose of this thesis is to explore a new trend revolving around the use of temporary logos as marketing tools to communicate with customers. Until now, to the best of the author’s knowledge, brand logos have never ... -
The history facet of luxury brands: does it matter how the history of luxury brands are created?
Larsson, Linus (Master thesis, 2017)The discourse about luxury brands is dominated by a few authors, such as Kapferer and Bastien, who clearly state that if a luxury brand doesn’t have history, it has to invent one. Further, Kapferer and Bastien presents ...