Essays about: "Brand customer purchase intention"

Showing result 1 - 5 of 30 essays containing the words Brand customer purchase intention.

1. 1. Role of CSR and Brand Image : A qualitative study on IKEA

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Arefa Islam; [2023]
   Keywords : Corporate social responsibility CSR ; Brand; Brand Image; Purchase intention.;

   Abstract : Purpose                                                           The primary objective of this study is to make     theoretical advancements and practical insights for companies aiming to strengthen  enhance their brand image through the implementation of CSR initiatives.. READ MORE

3. 2. Enhancing mobile advertising through 3D and AR

   University essay from Uppsala universitet/Industriell teknik

   Author : Erik Linnarson; [2023]
   Keywords : 3D; AR; Advertising;

   Abstract : Augmented Reality (AR) is making its way into many industries, with advertising being no exception. Existing literature within the field have focused on investigating the benefits of AR advertising from the perspective of businesses, for instance by measuring purchase intention and effect on attitude towards the brand. READ MORE

4. 3. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication

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

   Author : Emma Edström; Yufei Erik Luo; [2023]
   Keywords : Endorser Marketing; Source Credibility Model; Source Attractiveness Model; Product Match-Up Hypothesis; Endorsement;

   Abstract : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. READ MORE

5. 4. What Green Marketing Strategy to Use Prior To a Greenwashing Scandal?

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

   Author : Ana Desnica; Sara Hawat; [2022]
   Keywords : Green marketing; Humble green marketing; Bragging green marketing; Greenwashing scandal; Effects of green marketing;

   Abstract : Despite the increase in green advertising in the past decade, the way these green messages are communicated and their efficacy when it comes to mitigating damages in case of a greenwashing scandal, is still an area that has not been well-researched. Thus, this paper aims to contribute to closing this research gap by investigating the impact of two different green marketing communication styles on consumers' brand attitude and purchase intention in the context of a greenwashing scandal while also considering the moderating effects of environmental concern and customer skepticism towards green marketing. READ MORE

6. 5. Moral Decoupling: Analysis of Possible Factors Causing Consumers to Ignore Brand’s Greenwashing Practices and the Effect on Purchase Intention

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Silvia Pilar Cano Casas; Eugènia Valls Llufriu; [2022]
   Keywords : Greenwashing; Moral Decoupling; Regulatory Focus Theory; Brand Identity Fusion; Purchase Intention;

   Abstract : Background: Due to the growth of green markets, the phenomenon of greenwashing arises. This leads to consumers experiencing feelings of betrayal and having trust problems with the brand using this misleading tactic. READ MORE