Essays about: "Brand category choice"
Found 3 essays containing the words Brand category choice.
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1. The Choice of Image Aesthetic in Social Media and its Impact on Consumers - should brands use snapshot images, studio images or a mix between them?
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Social Network Sites (SNS) has emerged as the premier communication-tool for consumers, but also as an important channel for finding product and brand information. In SNS, user-generated content is the norm and bloggers and so called "influencers" (influential SNS-users) have played an important part in developing the networks to commercial platforms. READ MORE
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2. The effects of consumer confusion on decision postponement and brand loyalty in a low involvement product category
University essay from Företagsekonomiska institutionenAbstract : Consumer confusion, caused by product similarity, choice and/or information overload, and the presence of ambiguous information, can negatively affect consumersʼ decision making, and thereby also companiesʼ profitability. The purpose of this quantitative study was to investigate how the three variables (i.e. READ MORE
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3. The Dimensions of Involvement: How They Relate to Fashion Buying Behavior
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Involvement with products is a topic that has been studied thoroughly during the last decades. When reviewing the literature, we found that involvement can be divided into four different dimensions: product, brand, consumption and advertising involvement. READ MORE
