Essays about: "Congruity"

Showing result 1 - 5 of 23 essays containing the word Congruity.

  1. 1. Becoming by Buying : A qualitative study about Brandengagement in self-concept (BESC) in the pre-purchase stage

    University essay from Umeå universitet/Företagsekonomi

    Author : Philip Brunkes; Lina Johansson; [2023]
    Keywords : Fast-Fashion; Brand Engagement in Self-concept; Pre-purchase stage; Self- concept; Consumer decision making process; Self-congruity;

    Abstract : Fast fashion brands provide consumers with constantly available opportunities to update,not only their wardrobes, but themselves. As our identities have become a constant projectto work on, consumption of fast fashion involves the possibilities of trial and error ofpersonal development. READ MORE

  3. 2. Constructing Yourself as a Female Manager

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Nora Listrup; Johanna Schoug; Sonia Jönsson; [2023]
    Keywords : Female Manager Identity; Female Manager Identity Construction; Role Theory; Social Identity Theory; Congruity Theory; Business and Economics;

    Abstract : Titel: Constructing Yourself as a Female Manager: A qualitative analysis of how women construct their identities as Managers. Seminar date: 2/6 Course: FEKH49, Bachelor thesis in Management and Organisation, Undergraduate level, 15 University Credits Points. READ MORE

  4. 3. Leveraging brand co-creation in a digital era: An IKEA case study

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Julia Örnhem; Sophie Weir; Jesper Karlsson; [2021]
    Keywords : Co-creation; IKEA; Brand Engagement; Brand Self-congruity; Category Involvement; Brand Interactivity; Brand Communities; Brand Value; Brand Knowledge; Web 2.0; User Generated Content; Business and Economics;

    Abstract : Purpose: The purpose is to examine how IKEA works with customer brand co-creation and how it can be further leveraged in the digital era. Methodology: This paper adopts a qualitative case study method, where the primary data consists of an interview with a Social Media Specialist with pre-existing knowledge of brand co-creation at IKEA in Sweden. READ MORE

  5. 4. Gender stereotypes in contemporary Swedish society: Does gender still matter? An investigation of prescriptive stereotypes, self-views in gendered traits and evaluation of role (in)congruity.

    University essay from Lunds universitet/Institutionen för psykologi

    Author : Maria Evangelia Karatzia; [2021]
    Keywords : prescriptive stereotype content; self-views in gendered traits; agency; communion; self-prescription discrepancy; role congruity; role incongruity; devaluation.; Social Sciences;

    Abstract : The present study aimed to further investigate the current state of gender stereotypes and their function in Swedish population in a two-fold way: Primarily by investigating the content of prescriptive stereotypes (how people should be) in relation to people’s self-views in gendered traits, and secondarily by investigating how people who behave stereotypically and counter-stereotypically are perceived and evaluated in Sweden today. Results supported the existence of a strong traditionally gendered prescription but also revealed a self-prescription discrepancy such that participants’ self-views in gendered traits were found to be less gender stereotypically pronounced. READ MORE

  6. 5. The Role of Consumer’s Self-Identity on Pro-Environmental Behavioral- and Loyalty Intentions

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Buster Chuck Allan Grunau; Milou Cornelia Henrica Klijn; [2020]
    Keywords : Pro-Environmental Self-identity; Conspicuous Sustainability; Self-Congruence; Self-Brand Connection; Shopping Malls; Social Sciences;

    Abstract : Thesis Purpose: We aim to enhance the understanding of why Swedish consumers perform pro-environmental behaviors and how this can be influenced by managers and marketers in the shopping mall environment, making the mall more attractive and shoppers more loyal. Theoretical Perspective: We take on a sociological perspective by researching constructs based on identity theory, conspicuous consumption, and the theory of self-congruity. READ MORE