Blar i Master Thesis på emneord "marketing and brand management"
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Gamification: A platform for transitioning from Goods - dominant logic to Service - dominant logic : Case of Nike+ Fuelband
(Master thesis, 2014)This master thesis attempts to investigate gamifi cation strategies used in Nike+ Fuelband and its importance for transitioni ng from conventional goods domi nant logic to a new approach in marketing , service ... -
Growing by exciting : a study of the effects of perceived firm innovativeness on customer satisfaction, customer loyalty, and firm performance
(Master thesis, 2018)Today’s increasing focus on innovation in competing for the customers’ attention, has become a highly relevant research topic. Yet most research has focused on customer satisfaction as the most important antecedent of ... -
Healthcare got smart : the effect of smart technology on business models in the Norwegian healthcare industry : a qualitative exploration
(Master thesis, 2017)The healthcare industry is faced with significant challenges such as urbanization, an aging and growing population and scarce labour resources. To comprehend with these challenges, companies are now providing smart ... -
How can service organizations improve the customer orientation of frontline employees? : a cross cultural study
(Master thesis, 2013)Frontline employees, the employees with customer contact, are the face of service organizations and play a critical role in determining customer satisfaction. Service quality is greatly improved when these employees are ... -
How complementor partners add value to e-tailers?
(Master thesis, 2014)The emerging technology and concept of web 2.0 impact the value creation model of E-tailers nowadays. The past decade has seen the rapid development of complementors in the e-tailing market. To explore the way how ... -
How culture influences the effect of CSR communication on corporate attractiveness: a cross-cultural study
(Master thesis, 2015)Building on previous research into the positive effects of CSR communication on corporate attractiveness, our study investigates if there are differences in this effect caused by culture. To test this relationship, students ... -
“How does the degree of sustainability improvements affect consumers’ perception of the company’s trustworthiness, and does it depend on the company’s reputation for sustainability?” : a moderated mediation of the degree of perceived sustainability improments, percieved innovativeness and perceived trustworthiness.
(Master thesis, 2020)In this research, we investigate how the degree of sustainability improvements implemented by companies, affect whether they are perceived as trustworthy by consumers, and if this effect depends on the company’s reputation ... -
How to build and measure brand equity in a B2B context
(Master thesis, 2012)Little research has been conducted on Business to business (B2B) marketing compared to the significant amount of research conducted on Business to consumer (B2C) marketing. This master’s thesis is intended to aid B2B ... -
Human or machine? : an experimental study of the effects of approachability on the intention to adopt a new technology
(Master thesis, 2018)Use of self-service technologies (SSTs) is spreading all over the world and businesses are replacing traditional service encounter with newly developed SSTs across several industries and thus, more researchers have invested ... -
Hvilke faktorer påvirker personers givervilje og lojalitet til nonprofitorganisasjoner? : et opplevelses- og holdningsperspektiv
(Master thesis, 2011)Denne utredningen har som formål å kartlegge hvilke faktorer som påvirker personers givervilje og lojalitet til nonprofitorganisasjoner. Mer spesifikt skal det undersøkes hvorvidt merkeopplevelse har en effekt på individers ... -
Images of women in advertising : a study of consumer reactions to non-idealized models
(Master thesis, 2014)In a world where the public is constantly bombarded by commercial messages, marketers must rapidly innovate their communication methods in order to capture consumers’ attention and affection. Both advertisers and magazines ... -
Immersive virtual reality in destination marketing : evidence from lab and field experiments
(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 ... -
Influencer marketing and purchase intentions : how does influencer marketing affect purchase intentions?
(Master thesis, 2017)Influencer marketing has been experiencing a wave of popularity the last years, and predicted to be the marketing strategy of 2017. Since influencer marketing is a relatively new term, it has no academic definition, and ... -
Influences of product design on consumer behavior : an exploratory study
(Master thesis, 2018)In recent years the world has been witnessing a tremendous change in the sportswear industry when it comes to product design. In the sportswear market today, product design is considered an important strategic tool for ... -
Intention to use RFID-enabled services : theoretical review and case study
(Master thesis, 2012)This thesis attempts to shed some light over the antecedents of customer’s intention to use Radio Frequency Identification (RFID)-enabled services. Former research has primarily been concerned with the acceptance and ... -
Investigating factors influencing intention to purchase private label brands in cosmetics category
(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 ... -
Kommunikasjon sin påverknad av ei bedrift sitt omdømme : ein studie som syner korleis kriser saman med andre typar kommunikasjon, som aktiv marknadsføring og produktlanseringar, påverkar omdømmet til bedrifta Tine
(Master thesis, 2012)Føremålet med denne masterutgreiinga er å bidra til å auke kunnskapen om ulike typar kommunikasjon sin innverknad på ei bedrift sitt omdømme. Meir spesifikt vert her det lagt vekt på kommunikasjonstypane kriser, aktiv ... -
Launch of sustainability labels : Effects of linking sustainability to major drivers for choice
(Master thesis, 2022)Many food producers improve the sustainability of their products and look for ways of communicating the improvement. One approach is to launch a new sustainability label. However, little is known about how to launch new ... -
A Leadership Perspective: Navigating the Coopetition Paradox to foster Innovation in the Insurance Industry
(Master thesis, 2021)Leadership plays an important role in a coopetitive innovation strategy. However, the coopetitive interfirm relationship is paradoxical as it involves competing and cooperating simultaneously, where leaders are expected ...