Essays about: "Brand-related effects"

Showing result 1 - 5 of 10 essays containing the words Brand-related effects.

  1. 1. Reducing Waste, Building Brand: A Quantitative Study of the Impact of Second-Hand Clothing on Brand Attitude in Online Retail

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Ebba Österlund; Sofia Lindborg; [2023]
    Keywords : Sustainable consumption; Second-hand clothing; Signaling theory; Brand attitude; Online retail stores;

    Abstract : Consumers' growing awareness of the environmental impact of their consumption behaviors has resulted in an increased demand for sustainable and eco-friendly brands. Swedish online retailers have responded by offering second-hand clothing on their websites. READ MORE

  3. 2. influencer campaign composition - an empirical study of influencer marketing campaign considerations

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Xinying Li; Felix Fagergren; [2022]
    Keywords : social media; influencer marketing; categorization; performance measurement; optimization;

    Abstract : Influencer marketing has become one of the prominent marketing strategies for companies. However, how practitioners, in actuality, form a decision basis and what considerations there are in the process of designing an influencer marketing campaign regarding influencer selection, performance measures and optimization continue to elude researchers. READ MORE

  4. 3. Sustainable actions before profit? : The effects of sustainability efforts on the brand experience in the clothing industry exemplary represented on Patagonia

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Tim Bischoff; Celine Staufenberg; [2021]
    Keywords : Brand experience; sustainability; sustainable consumption patterns; brand related stimuli; brand experience scale; green trust; green brand image;

    Abstract : Background: In today ́s world, experiences play an important role for the customers to build loyalty and long-lasting relationships. Brakus et al. (2009) developed one of the most cited scales for measuring brand experience. READ MORE

  5. 4. Age-stereotypes in advertising: A quantitative study on consumer reactions to non- stereotyped portrayals of age in advertising

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Julia Helgesson; Jonna Härmark; [2021]
    Keywords : Stereotypes; Social effects; Age; Brand-related effects; Signaling theory;

    Abstract : The average age of the world's population is increasing. Despite this, elders are underrepresented in advertising and, when included, often portrayed in an age-stereotypical way. READ MORE

  6. 5. Communicating Sustainable Initiatives: A quantitative study of the impact of using carbon offsetting claims in advertising to consumers

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Duc Anh Bui; [2020]
    Keywords : carbon offsetting; sustainability; CSR; green marketing; advertising;

    Abstract : While carbon offsetting has been a common practice for companies as a method to mitigate their environmental impact, there has been relatively little theoretical research on whether the communication of it in advertising has an impact on consumers, and if yes, in what ways. This thesis aims to fill this research gap by testing the effects generated from using carbon offsetting claims in advertising to consumers. READ MORE