Essays about: "Alternative Marketing"

Showing result 16 - 20 of 145 essays containing the words Alternative Marketing.

  1. 16. Decoy Policies: The Attraction Effect Within Sustainability Legislation

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

    Author : Folke Bruno; Marcus Lind; [2022]
    Keywords : Attraction Effect; Policy Choice; Sustainability; Overton Window; Perceived Extremity;

    Abstract : The need for stronger action on climate change is acutely apparent today, and to successfully address global warming governments across the world will have to enact tougher sustainability measures. This quantitative study investigates whether an attraction effect - most commonly studied within marketing contexts - can exist within such legislative contexts and affect how people support different environmental policies. READ MORE

  3. 17. Pecky entrepreneurs: Why do growth-oriented entrepreneurs choose equity-based crowdfunding? : A multiple-case study about crowdfunding

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Tova Larsson; Sofia Le Truong; [2022]
    Keywords : Crowdfunding; equity-based; entrepreneurship; pecking order theory; financing;

    Abstract : Entrepreneurship plays an integral role in innovation, job creation and economic growth, and financing is a key component in facilitating this process. In recent years, the financing industry has taken significant technological leaps forward—perhaps most notably through the introduction of alternative solutions to institutional investors, such as crowdfunding. READ MORE

  4. 18. Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies

    University essay from Umeå universitet/Företagsekonomi

    Author : Sejin Hahn; Sarafat Hossain; [2021]
    Keywords : Adaptation; Crisis Management; Financial Liquidity; Access to Capital; Government Aid; Alternative Finance; Marketing Strategy; Resource-based View RBV ; Customer-Centric; Stakeholder View; Brand; Authenticity; Knowledge; Capabilities; Marketing Management; Marketing-Finance Interface; Paid Marketing; Organic Marketing; Customer Loyalty; Community; Decision-Making;

    Abstract : Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. READ MORE

  5. 19. The influence of social media on the travel decisionmaking behavior of Ethiopian educational tourists in Poland : The case of Ethiopian educational tourists in Poland

    University essay from Högskolan Dalarna/Institutionen för kultur och samhälle

    Author : Taleyihun Tadese Wendemagegnehu; [2021]
    Keywords : Social media marketing; Ethiopian educational tourists; Poland’s educational tourism; social media platforms; Decision-making behavior; Tourist’s motivation; Likert scale; Quantitative data;

    Abstract : The impact of international mobility and globalization on universities has led to a greater need for students. Thus, throughout students stay in their destinatio ncountry, prospective students access a variety of sources of information and make simultaneous decisions about where to travel; decision making is required at everystage of the travel process (pre-travel, during travel, and post travel). READ MORE

  6. 20. LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Cilla Palmroos; Samuel Bengtsson; [2021]
    Keywords : Brand Gender; Brand Love; Gender Congruence; Snus;

    Abstract : Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. READ MORE