Essays about: "WOM-intention"

Found 3 essays containing the word WOM-intention.

  1. 1. Mobile or Computer: Does it Matter? - A quantitative study investigating the effect of device experience in an online store context, on perceived visual complexity and processing fluency

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

    Author : Alexandra Ridderbjelke; Linnea Törnvall; [2019]
    Keywords : Visual complexity; Processing fluency; Device; Online store environment;

    Abstract : E-commerce continues to transform the retail landscape at a fast pace, at the same time computer-access to online stores has gained competition from mobile-access. Consequently, the interest in how these devices and their inherent characteristics affect the consumers' perception of the content and behavioural intentions, has grown from both practitioners and academia. READ MORE

  3. 2. Why Purpose? A quantitative study on the impact of a communicated corporate purpose on consumers' and potential employees' brand reactions

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

    Author : Anna Berg; Annie Olsson; [2017]
    Keywords : Corporate Purpose; Brand Attitude; WOM Intention; Employer Attractiveness;

    Abstract : The purposes of organisations is an increasingly discussed topic and during recent years, more and more companies have started to communicate their corporate purpose to consumers. Consumers as well as employees increasingly desire meaning with their consumption and in their careers. READ MORE

  4. 3. Stimulating Word-of-Mouth in Retail

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

    Author : Agnes Malm; Karolina Hedén Lind; [2016]
    Keywords : Salesperson effort; Request Strategies; WOM-intention; Customer Evaluations;

    Abstract : Word-of-mouth (WOM) recommendations is one of the most influential and sought after marketing tools for companies. The purpose of this thesis is to test if it is possible for a salesperson to stimulate WOM through effort and recommendation requests, and if strategic requests have a greater impact. READ MORE