Browsing NHH Brage by Author "Skard, Siv"
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Brand and customer experience in service organizations : literature review and brand experience construct validation
Skard, Siv; Nysveen, Herbjørn; Pedersen, Per E. (Working paper, Working paper, 2011-04)Commoditization of goods and services has generated a need for providing customer value beyond functional attributes and benefits. The concepts of brand and customer experience have therefore gained increased interest among ... -
Communication effects in sponsorships : an assessment of how different communication strategies can enhance incongruent sponsorships
Skard, Siv (Ph.D. thesis NHH, Doctoral thesis, 2010)Collateral communication of sponsorships is considered a prerequisite for sponsorship success. Sponsorship is a communication form that is passive and indirect by nature and is therefore increasingly leveraged with ... -
Digital discrimination in the sharing economy: what’s mine is not yours : evidence from an online experiment
Klemsdal, Sigrid; Sundt, Pauline (Master thesis, 2017)Although the issue of racial discrimination has been studied extensively throughout the past decades, its appearance in the disruptive digital market called the sharing economy is a rather unexplored field of research. ... -
Does eco-friendliness come at the expense of quality? : an experimental study on how green product attributes affect quality and preference for eco-friendly products
Bjorvatn, Ellen Elisabeth; Bjarnadottir, Åsta Nordeng (Master thesis, 2018)There is unrealized potential for businesses in the market of green products as more consumers are moving in the direction of conscious consumption. In order to understand how to best exploit this potential, there has ... -
Does self-attention influence sustainable choices? : an experimental study on how self-attention affects sustainable product preference and the false consensus effect
Evje, Lea Marie; Stake, Katrine Engja (Master thesis, 2019)The purpose of this research is to investigate how consumers can be influenced to act more frequently on their ‘green’ values and attitudes. We test whether increased self-attention has an effect on preference for the ... -
Fungerer femininitet som en potensiell barriere på grønn konsumentatferd : En eksperimentell studie av hvordan femininitet påvirker preferanse av miljøvennlige produkter
Haugum, Ingvild Haukø; Solheim, Monika (Master thesis, 2019)Et økende omfang av konsumenter søker aktivt etter å bli mer miljøansvarlig. Likevel kjøpes det ikke et forventet omfang av grønne produkter, og vanlige produktalternativer fortsetter å dominere markedet av forbruksvarer. ... -
How green are we thinking : the influence of levels of processing on consumers evaluations of green products
Heigl, Isabella Rosa Katharina; Antunes, Leonor Silva Rodrigues Pais (Master thesis, 2019)As a result of a growing wave of more environmental awareness and a rise in environmental concerns, companies have started to incorporate green marketing strategies to meet consumers demands and expectations for sustainable ... -
Immersive virtual reality in destination marketing : evidence from lab and field experiments
Vekony, David; Korneliussen, Simen (Master thesis, 2016)Although the concept of virtual reality (VR) has been studied and used for many years, recent technological development has led to the commercial availability of immersive VR, specifically head-mounted displays. Little ... -
Kultur og næringsliv : hvordan relasjonstype og aktiveringsgrad påvirker konsumentens evaluering av bedrift og arrangement ved event-markedsføring og sponsing
Engdahl, Lise Fredrikke; Adam, Sunniva (Master thesis, 2016)Kultursamarbeid gjennom sponsing og event-markedsføring er økende, men forskningen på feltet er begrenset. Vi ønsker at denne utredningen skal bidra til å utvide forskningsfeltet om event-markedsføring og sponsing via ... -
Navigating Green Choices : The Role of Cognitive Inferences and Immediate Emotions in Sustainable Product Selection
Sørnes, Karoline; Høvik, Mathile Gulseth (Master thesis, 2023)In response to the escalating trend of conscious consumption, there exists a significant market opportunity for sustainable products. To capitalize on this potential, it is essential to advance the field of the psychological ... -
Racial discrimination in the sharing economy : evidence from online experiments
Picard, Emeline (Master thesis, 2018)Racial discrimination in the sharing economy is a topic drawing increasing attention. The short-term rental company Airbnb implemented several initiatives aiming to limit discrimination on its platform. Yet, it did not ...