Blar i Master Thesis på emneord "marketing and brand management"
Viser treff 61-80 av 93
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Luxury brands : a study of consumers' motivation to purchase luxury brands
(Master thesis, 2012)The purpose of this study was to examine consumers’ motives for buying luxury brands. The underlying motivation for why consumers buy luxury branded products is a field that is still lacking former research. The main ... -
Luxury consumption : how new dimensions of luxury brand management affect Norwegian generation Z’s attitude towards luxury brands and the intention to acquire them?
(Master thesis, 2020)It is evident that Generation Z will dominate marketing in the next few years. However, there are still limited researches about their buying behavior patterns. The luxury goods consumption among Generation Z is rather ... -
“Made for a Friend” : a recipient perspective on self-produced outcome evaluation
(Master thesis, 2014)This thesis examines the effects of self-production on outcome evaluations and preferred level of involvement in the self-production task. Although several studies have already addressed this issue, we extend these ... -
Managing Cross-Functional Collaboration : An exploratory case study examining cross-functional collaboration between sustainability manager and marketing department
(Master thesis, 2023)Sustainability has become increasingly important in our society, with new regulations and trends emerging regularly. In response, several firms have hired sustainability managers to meet present and future needs regarding ... -
Measuring marketing constructs : a comparison of three measurement theories
(Master thesis, 2013)A large number of new constructs are introduced into marketing. These new constructs are important in the development of marketing theories. The validation of these constructs are primarily based on a factor analytical ... -
Micro-moments : new context in information system success theory
(Master thesis, 2017)Recent technological advancements, such as smartphones and mobile internet, are changing the consumer behaviour. One of such changes is the emergence of micro-moments concept: the moments of high intent and engagement ... -
Moderating role of brand attachment in brand crisis. To what extent does brand attachment affect purchase intention in brand crisis: a study based on Apple’s crisis in China.
(Master thesis, 2012)Brand crisis can often lead to negative publicity which substantially affects purchase intention. Brand attachment, on the other hand, possesses marketing value since it helps the consumer choose a brand from a set of ... -
Motivational factors influencing millennials to purchase and consume luxury brands : the influence of actual and ideal self-congruity on brand attitude
(Master thesis, 2017)The thesis explores motivational factors that influence young consumers’ brand attitudes towards luxury brands. Former research in this field is rather small-scale and the objective of this research was to provide new ... -
Narrative transportation and product involvement : how narrativity factors are used to enchance transportive experience in advertising for high vs. low involvement products
(Master thesis, 2013)This paper examines and presents how narrativity factors are used to enhance consumers‟ transportive experience when advertising for high and low involvement products. It specifically looks at processing experiences among ... -
Online Ratings and Reviews: Are numerical ratings more persuasive than written reviews?
(Master thesis, 2022)In this thesis, the aim is to investigate the effect of numerical values and words on the consumer decision process. Previous research has studied the effect of online rating and review systems and how they influence ... -
Parterapi i norsk banknæring : hvordan fikse forholdet mellom kunde og bank?
(Master thesis, 2019)Formålet med denne utredningen er å fremdrive ny innsikt innenfor kunderelasjoner og relasjonsmarkedsføring. Utgangspunktet for utredningen er arbeidet til Norsk Innovasjonsindeks. Deres målinger viser at kunden responderer ... -
Private labels in foods : consumer choices between private labels and national brands : investigating the effects of category complexity, social consumption and perceived risk
(Master thesis, 2020)The purpose of this thesis was to investigate the effects of social consumption, category complexity and perceived risk on consumer choices between private labels and national brands in addition to studying the potential ... -
Product placement and prior notification : effect on brand attitude
(Master thesis, 2013)The aim of this master thesis was to find the effect of prior notification of product placement on Norwegian television series and film viewers’ attitude towards product placed brands. We put forward three research ... -
Racial discrimination in the sharing economy : evidence from online experiments
(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 ... -
Relative effects of trustworthiness dimensions on retailer loyalty in a subsistence market : a quantitative study from Nairobi’s slum areas
(Master thesis, 2013)The study aims to develop insight about the specific importance of trustworthiness dimensions (ability, integrity, benevolence) for retailer customer loyalty in a subsistence context characterized with high rates of ... -
Reshaping affordable luxury fashion : the green shift : how does the type of sustainability attribute impact young generations’ consumer behavior?
(Master thesis, 2020)Luxury fashion consumers are increasingly becoming more environmentally concerned and consequently demand brands to meet their needs with responsible, yet luxurious products. This trend is especially evident in Millennials ... -
The role of brand sustainability and self-brand image congruity in developing brand trust and brand loyalty : A study on luxury brands for Generation consumers
(Master thesis, 2023)Generation Z consumers are forecasted to become the most influential generation in the next years for the purchase of luxury goods. Understanding their needs and behaviors is becoming more and more crucial for luxury ... -
Sponsorship as experiential marketing : a natural experiment on how event experiences transfer to the brand
(Master thesis, 2012)The focus of this thesis is the effects of a sponsored event experience. This study aims to contribute to the understanding of brand experience by investigating whether the effects of a sponsored event experience on consumer ... -
Strengths and Weaknesses of Brand Positioning Practises in B2B Companies in Norway : A Comparison with Normative Theory
(Master thesis, 2021)Background: Brand positioning is a familiar concept in B2C markets which outlines a clear target for a brand. It is a tool to use in differentiation, which has been shown to increase the profitability of brands. However, ... -
Sustainability and Online Food Delivery Services in Norway: Does sustainability play a role in influencing the behavioural intention for the Platform-to- Consumer Online Food Delivery Services in Norway for young generations?
(Master thesis, 2022)In recent years, the over OFDs industry is overwhelming and at the same time, it has caused quite a lot of environmental and societal challenges. Based on studies, Millennials and Generation Z are the most motivated to ...