Essays about: "Brand Attitude"

Showing result 1 - 5 of 191 essays containing the words Brand Attitude.

  1. 1. To dare or not to dare – taking a stand in marketing campaigns - How companies’ decisions to take a public standpoint in social issues affect consumers’ perceptions and behaviour

    University essay from Göteborgs universitet/Graduate School

    Author : Amanda Lindén; Rebecca Lindén Pagoldh; [2020-06-23]
    Keywords : Corporate social responsibility; CSR marketing; Social Marketing; Brand Activism; Gender equality; Millennials; Goodwash; Resistance;

    Abstract : MSc in Marketing and Consumption.... READ MORE

  2. 2. Volvo's Whisper

    University essay from Umeå universitet/Designhögskolan vid Umeå universitet

    Author : Wenting Xu; [2020]
    Keywords : Autonomous; Mobility; Children; Biophilia; Vehicle Interior Design;

    Abstract : The reason why the author came to Sweden made her think about her own experience living in the megacities. She realized that the people live nearby nature have more attention care about themselves, others, and the environment. They have a sensitivity of quality, comfort, and freshness, and even sustainability since they are young. READ MORE

  3. 3. The Risks of Shock Advertising for Non-profit Organizations : A qualitative study of the effects of shock advertising on consumer processing and evaluation

    University essay from Karlstads universitet/Handelshögskolan (from 2013); Karlstads universitet/Handelshögskolan (from 2013)

    Author : Ola Olofsson; Marcus Funke; [2020]
    Keywords : Brand Image Incongruity; Shock Advertising; Consumer Processing; Consumer Evaluation; Brand Evaluation;

    Abstract : The use of shock advertising as a means to attract consumers’ attention has been prevalent during the last decade. This is especially true in the case of non-profit organizations, where consumers are more lenient to incongruent and explicit imagery. READ MORE

  4. 4. Sustainable Communication: Fashion Consumers' Reception and Interaction : The Case of Nudie Jeans

    University essay from Jönköping University/Högskolan för lärande och kommunikation

    Author : Louisa Schäfer; [2020]
    Keywords : Fashion Industry; Sustainable Fashion; Dominant Social Paradigm; Attitude-Behavior Gap; Sustainable Communication; Consumer Behavior; In-depth Interviews;

    Abstract : The fast fashion industry has a large negative impact on the environment and its workers. Consumers purchasing fast fashion are reinforcing the dominant social paradigm, the assumption that humans are superior and the Earth’s resources unlimited. READ MORE

  5. 5. The good, the bad, and the framed : A study of behavioral economics and the framing effect on tobacco free snus

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : William Muleba; [2020]
    Keywords : Behavioral economics; Goal-Framing; Framing effect; Advertising; Marketing; Communication; Consumer marketing; Tobacco; Attitudes; Purchase intention; Kahneman Daniel; Tversky Amos; Thaler Richard; Sunstein Cass; Shiller Robert; Ajzen I; Putrevu S; Camerer C F; Loewenstein;

    Abstract : This study sets out to explore attitudes and intentions towards nicotine product goods and how it is affected by the goal framing effect. The presence of this effect has been shown in the advertising of both green products and everyday products. READ MORE