Blar i Thesis på emneord "marketing and brand management"
Viser treff 1-20 av 81
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A beautiful game, but nobody cares? : an analysis of the low attendances at Brazilian football league games
(Master thesis, 2016)Despite Brazilians’ huge passion for football, attendance levels at local league games are often remarkably low. As more spectators at the games positively affect all of a clubs’ sources of income, clubs should have a ... -
A brand concept maps approach : in what sense are preferred brands different from acceptable brands?
(Master thesis, 2015)Extensive literature has been written on brand positioning and on the importance of differentiation for its success. However, little research has been dedicated to understand how differentiation works in the mind of ... -
Adoption of green products : a study of drivers influencing consumers’ intentions to adopt green products
(Master thesis, 2018)In light of the raising concern about environmental issues, consumers and the society are increasingly emphasising the importance of green innovations. However, actual sales of green products do not reflect consumers’ ... -
An exploration of consumption strategies of Chinese homosexuals with social stigma
(Master thesis, 2015)This research investigates what consumption strategies are used by Chinese homosexuals in social places where the stigma of homosexuality exists. This paper includes theories related to social places, gay spaces, legitimate ... -
An investigation of key determinants of customer loyalty : evidence from Ghana’s mobile telecommunication industry
(Master thesis, 2012)In a fiercely competitive business environment such as the mobile network services setting, it is a marketplace reality that the ability of firms to attract and retain customers ultimately determines their growth and ... -
Assessing and explaining the proficiency of social media marketing in small ministries : a comparative case study
(Master thesis, 2021)This thesis seeks to understand how small nonprofit ministries approach social media marketing, and what their strengths and weaknesses are compared to normative theory. The research is conducted as a comparative case ... -
Attitudes and purchase intentions toward electric cars : what types of advertising appeal and message are most effective?
(Master thesis, 2014)This master thesis aimed to investigate the relative effectiveness of rational and emotional advertisement appeals, combined with or without a non-environmental message, in producing positive attitudes and purchase ... -
Brand experiences in engaging marketing campaigns
(Master thesis, 2012)This research examines the effects from engaging marketing campaigns on brand experiences and the potential outcome on affective commitment and loyalty. In doing this, it also test the validity of the brand experience scale ... -
Brand positioning practices in the Norwegian fishing and aqua culture industry : a comparison of brand positioning practices and normative theory
(Master thesis, 2011)This thesis is about the importance of Brand Positioning. We look at Brand Positioning with regards to how practices are within one of Norway‟s most important industries - the Norwegian Fishing- and Aqua Culture Industry. ... -
Brand positioning strategies : an expiremental test ot two types of benefit differentiation
(Master thesis, 2012)The purpose of this study is to examine associative- and instrumental benefit differentiation based on secondary associations as part of brand positioning. The field of brand positioning has been subject to extensive ... -
Can brands have superheroes? : a study investigating the effects of brand alliances with superhero characters on the evaluation of the host brand
(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 ... -
Challenges and approaches of integrating sustainability into the brand positioning : a qualitative research
(Master thesis, 2020)Since sustainability is an important marketing tool nowadays, companies are increasingly paying attention to integrate sustainability into their marketing communication. Across the industries and types of companies, there ... -
Co-Creation and Green Trust : Exploring the effects of co-creation on green trust and its implications for sustainable business model development
(Master thesis, 2021)Environmental sustainability is gaining rising attention, and for good reason. Consumers have realized the growing need for change and are now increasing their expectations towards companies’ sustainability efforts. As a ... -
Communicating Corporate Community Involvement: Partnership, sponsorship, or donation? A study of companies’ relationships with sports, culture and non-profit organizations
(Master thesis, 2014-10-07)This thesis studies how companies communicate their corporate community involvement (CCI), and how consumers’ respond to various communication strategies in this regard. Companies’ CCI may entail relationships with different ... -
Communication strategies for corporate social responsibility of luxury brands : how to create harmony in a paradox
(Master thesis, 2013)The research question of this master thesis is how luxury brands can communicate their corporate social responsibility. The assumption that this thesis relies upon is that communication of CSR in the luxury industry is ... -
Consumer ethnocentrism: a research synthesis and meta-analysis of its sociopsychological antecedents and outcomes
(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, ... -
Consumer fairs for jewellery : a study of which factors that influence the attitude and intention of consumers to visit a consumer fair for jewellery
(Master thesis, 2011)This study seeks to explore which factors that influence the attitude and intention of consumers to visit a consumer fair for jewellery, and investigate whether there exist differences between the genders. The results ... -
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 ...