Browsing Thesis by Subject "brand management"
Now showing items 1-20 of 23
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Antecedents for green purchase intention : moderating effect of masculinity-femininity on the relationship between antecedents and green purchase intention
(Master thesis, 2019)At present, green consumer behavior is an emerging topic for both academia and business. According to various scholars, individual factors, including motivation, environmental concern, attitudes, personal values, etc. as ... -
Brand extensions : influences of perceived fit and communication of explanatory links
(Master thesis, 2015)This study investigates the influences of perceived fit and communication of explanatory links on brand extension success, as well as the moderating effects of consumer innovativeness, category ... -
Brand line positioning in the Norwegian mass-produced beer market : a comparative brand association study
(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 ... -
Circular economy in Norway : a qualitative study of how collaboration across firms, industries and sectors act as an enabler of a circular economy in Norway
(Master thesis, 2016-09-02)Volatile resource prices, supply disruptions, economic losses and environmental strain has lead researchers and businesses to seek for an alternative to the linear production model. Circular economy has risen as a ... -
Corporate Social Responsibility (CSR) as an extrinsic cue in consumer judgements of products
(Master thesis, 2015)This research paper combines two streams of research, Corporate Social Responsibility (CSR) and its influence on consumers, and research on extrinsic cues as an input in consumer evaluations of products and especially food ... -
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
(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
(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 ... -
How can Retailers Take Responsibility? : Responsible Business Model Innovation in the Retail Industry a quantitative approach
(Master thesis, 2016-03-17)This master thesis is one of a series of papers and reports published by the Center for Service Innovation (CSI). CSI is a coordinated effort by NHH to focus on the innovation challenges facing the service sector and ... -
How green are we thinking : the influence of levels of processing on consumers evaluations of green products
(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 ... -
Implementation of marketing automation : the impact in B2B companies
(Master thesis, 2019)B2B companies invest in new technologies without being able to capture the value entirely for different reasons. This can result in a waste of investment that instead of providing a solution to the opportunities of the ... -
The influencer effect on tourism : shifting adventure travel behavior towards more sustainability through instagram influencers
(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” ... -
Influencer marketing : instagram adverts by influencers and firms : comparative effects on purchase intention, brand attitude, and word-of-mouth
(Master thesis, 2019)Social media influencers affecting their follower bases on the popular picture-sharing platform, Instagram, is emerging as an effective communication strategy for brands. However, utilising firm advertisements on Instagram ... -
Influences of different brand crisis on customer brand perceptions : moderating influences of brand love
(Master thesis, 2014)A crisis can have a devastating effect on a brand. In this study we have sought to find out what effect different kinds of crisis has on consumers’ attitude, purchase intention, performance risk and social risk (dependent ... -
Metso’s opti rebranding : focus on the promotion of the renewed opti product families in China
(Master thesis, 2013)Metso Paper Mills Business Unit abridged as “Metso” in this paper, assigned this study. Metso is a global supplier of technology and services in the pulp and paper process industry, and it focuses on delivering profitability ... -
Mirror, mirror on the wall : a study of AR-powered magic mirror technology and its influence on consumer experiences and attitudes
(Master thesis, 2019)Augmented Reality (AR) has been growing in popularity in recent years, and is becoming increasingly realistic. Several companies have started to use AR for the virtual testing of products, particularly within the beauty ... -
Optimal merkestrekk for TineMelk : en studie av hvor langt TineMelk kan strekkes uten at det går på bekostning av kjerneassosiasjonene
(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 ... -
Product Placement in the Norwegian Market - Is product placement a valid tool for marketers in Norway?
(Master thesis, 2015)Product placement has been experiencing a surge of popularity the past 15 years, often explained by the drop of interest in commercials. Especially in the U.S. it has grown to become a billion dollar industry. However, in ... -
Sosiale normers påvirkning på interesse for redusert kjøttkonsum : en studie av holdninger til vegetarianisme, og hvordan ulike type sosiale normer påvirker interessen for å konsumere mindre kjøtt.
(Master thesis, 2019)Denne utredningen ser på sosiale normer, holdninger til vegetarianisme og interessen for å konsumere mindre kjøtt. Hovedformålet var å utforske kombinasjonseffektene av ulike sosiale norm-dimensjoner, og hvordan disse ... -
The adoption of blockchain technology in norwegian corporations
(Master thesis, 2018)Blockchain was launched as a social experiment by Satoshi Nakamoto in 2009, when the person or persons behind the pseudonym launched an online currency named Bitcoin. What started out as a decentralized alternative to ... -
The effect of brand, packaging and social marketing for consumer perception of cigarettes
(Master thesis, 2014)This paper describes consumer perception of cigarettes and how brand, packaging and social marketing can affect this. The aim of the study is to reveal how brand and packaging is used by the cigarettes manufacturers and ...