Browsing Thesis by Subject "marketing and brand management"
Now showing items 21-40 of 99
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Consumers’ attitude towards AI with a focus on the role of government and media in Italy
(Master thesis, 2023)News and social media play an important role in public debates and this seems to be particularly relevant when associated to technology, because it influences firstly the degree of adoption and spread among the masses ... -
Creativity in customer care teams : differences between top and bottom performing teams
(Master thesis, 2015)The purpose of this research is to explain the differences in the Net Promoter Score of top and bottom performing teams under the light of their creative environment. To understand how creativity can be influenced in a ... -
CSR og kjøpsutløsende donasjoner : velg, eller bli valgt for? : en studie av hvordan myndiggjøring kan påvirke forbrukerens holdning til Cause Related Marketing
(Master thesis, 2011)Problemstilling: Hvordan kan myndiggjøring av forbrukeren påvirke hans eller hennes holdning til Cause Related Marketing? Cause Related Marketing (CRM) er i ferd med å komme til Norge etter at Markedsføringsloven lempet ... -
Determinants of consumer evaluation of sustainability claims : The moderating effect of regulatory focus
(Master thesis, 2021)Green communication has become the hot topic of this decade. With environmental problems and sustainability issues increasing at an alarming rate, regulating authorities have started pressurizing companies all over the ... -
Digital discrimination in the sharing economy: what’s mine is not yours : evidence from an online experiment
(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. ... -
Digital receipt services : an analysis from a consumer perspective
(Master thesis, 2014) The objective of this research is: to understand consumers’ use of receipt today and how they perceive digital receipt services (DRS). The purpose is to explore the underlying barriers for adoption, acceptance and use ... -
The Dilution Effect: A Barrier to Sustainable Consumption in B2B Markets? An Experimental Study of B2B Decision-Makers' Evaluation of a Sustainable Printer
(Master thesis, 2023)Previous research indicates that individuals have a tendency to perceive sustainable and functional attributes as mutually exclusive, even if this perception does not objectively reflect reality. This misconception can ... -
Do consumers really trust their doctors’ suggestions and drugs they prescribe? : the relationship between perceived risk and trust in consumer buying decisions on prescription drugs, and how pharmaceutical companies can improve consumer’s trust through marketing activities in China
(Master thesis, 2016)This thesis examines how perceived risk and trust affect consumer’s buying decisions during the process of buying and consuming prescription drugs, and investigates how pharmaceutical companies can improve consumer’s trust ... -
Does the e-retailing of luxury brands really damage their brand image?
(Master thesis, 2014)With an increasing focus on e-commerce and the lack of research in the respected area within the luxury industry the underlying thesis assumes particular relevance. The main concern was to contribute to existing theory ... -
Doing it the smart way : an exploration of consumer adoption of new practices enabled by smart products
(Master thesis, 2018)Products across categories are increasingly being attributed with the adjective smart. Today, consumers are thus able to purchase everything from smart phones to smart refrigerators and smart toothbrushes. These products ... -
The effect of explanations on perceived credibility of sustainability claims : how brands can position themselves as sustainable without being suspected of greenwashing.
(Master thesis, 2021)As businesses are increasingly focusing on positioning themselves along sustainability dimensions, the occurrence of perceived greenwashing is threatening the perceived credibility of brands with genuine intentions. ... -
The Effect of Moderators in Green Marketing: Stakeholder Evaluation and the Effect on Green Brand Equity and Perceived Greenwasing
(Master thesis, 2022)While transparency is widely accepted as one of the key practices to gain stakeholders' trust, prior research has surprisingly found that transparency does not always pay off. Given a company with a high perceived ... -
Effects of CSR messages on Perceived Greenwashing & Green Brand Equity : The interaction of message frames and industry stereotypes
(Master thesis, 2023)Given the paradigm shift towards environmentalism, stakeholders, especially consumers, are exerting pressure on companies to be more transparent with their business practices. Companies in turn are responding through CSR ... -
The effects of eco-labels and eco-claims on consumers’ purchase intention : the moderating role of regulatory focus
(Master thesis, 2021)As consumers increasingly realize the impacts of their consumption patterns on the environment, many try to pursue a more sustainable purchase behavior by dedicating particular attention to environmentally friendly product ... -
Effects of fit and motive articulation on sponsorship response
(Master thesis, 2013)This study is dedicated to finding the right combination between provision of fit and motive articulation to provide the best sponsorship response. The paper integrates different factors used in the sponsorship literature ... -
Effects of Sustainability Messages and Origin Cues on the Perceived Green Brand Equity of Norwegian Salmon
(Master thesis, 2022)This study contributes to research on how sustainability communication affects a brand’s perceived green brand equity. This builds upon findings in earlier research and theory stating that integrating sustainability with ... -
Electronic Word-of-Mouth and consumers’ intention to purchase : a study of the effects of valence and argument quality of online reviews
(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 ... -
Exclusive content on audio and media streaming services : an empirical study in the Italian market.
(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 ... -
Exploring new communication strategies for a global brand : transmedia storytelling and gamification
(Master thesis, 2013)Marketing is changing and companies or brands try to find new ways to engage consumers and involve them in their advertising efforts. There are two new communication strategies that might be able to lead the way into a new ... -
Factors influencing the adoption of self-service technologies : a study of the benefits and risks of self-service technologies and trust beliefs of service providers
(Master thesis, 2016)Self-service technologies (SSTs) are largely introduced and promoted to replace traditional service encounters and researchers have been investigating the influencers of SST adoption. This paper incorporates the fresh ...