Essays about: "Cajsa Granlund"

Found 2 essays containing the words Cajsa Granlund.

1. 1. Service quality and values as antecedents ofspectators’ intention to attend a sport event : The case of Vasaloppet

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Cajsa Granlund; Ramona Gruber; [2020]
   Keywords : Behavioral intention; attitude; subjective norm; service quality; hedonic value; utilitarian value; sport event marketing;

   Abstract : Sport event marketing is an important issue within the research area of business. The purpose of this study was to analyze how service quality, hedonic value and utilitarian value influence the spectators’ attitude and subjective norm towards the behavioral intention of visiting the cross-country skiing event Vasaloppet. READ MORE

3. 2. A study of viral marketing on Youtube : Evidence: Nike Dream Crazy and Nike Dream Crazier

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

   Author : Cajsa Granlund; Lisa Prick; [2019]
   Keywords : viral marketing; Youtube; Nike; emotions; advertising; social media; electronic word of mouth;

   Abstract : The aim with this study was to answer the question “What components in Nike’s viral ads on Youtube trigger emotions?”. The data was collected through a qualitative and descriptive research approach and the method was a combination of a poetic film analysis and Ducoffe’s Model of Advertising Value. READ MORE