Essays about: "Congruity"

Showing result 16 - 20 of 23 essays containing the word Congruity.

  1. 16. Creating a Socially Responsible Brand Attitude

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

    Author : Ella Huynh; Malin Friberg; [2014]
    Keywords : Corporate Social Responsibility; Consumer brand attitude; Congruence; Philanthropy; Corporate Responsibility Integration;

    Abstract : This thesis aims to investigate how consumer brand attitude is influenced by Corporate Social Responsibility (CSR) activities. By drawing on congruity theory and by using the company-cause-customer fit model developed by Gupta and Pirsch (2006) an investigation has been undertaken in order to understand how consumer brand attitude is affected in CSR-related contexts. READ MORE

  3. 17. The use of advergames in creating online consumer engagement : A case study of LEGO

    University essay from Högskolan i Halmstad

    Author : Maksym Shliapnikov; Tamara Meijer; [2014]
    Keywords : Advergames; Online consumer engagement; Case study; Integrated marketing campaign;

    Abstract : The title of the study is “The use of advergames in creating online consumer engagement. A casestudy of LEGO.” In this study the concept of using advergames in creation of online consumerengagement will be explored. READ MORE

  4. 18. A study of brand name and country of production congruity : A consumer study – assessed with the example of a Swedish luxury bed manufacturer

    University essay from Företagsekonomiska institutionen

    Author : Anna Ericsson; Erik Linnander Obermayer; [2013]
    Keywords : Perceived quality; country of origin; country of production; congruity; Swedish;

    Abstract : As companies become ever more globalised, manufacture firms choose to outsource production to lower labour cost countries. However, as studies have shown, such a relocation of production may lead to undesirably decreased quality perceptions by consumers as the brand origin and country of production are de-coupled. READ MORE

  5. 19. Attracting Lifestyles

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

    Author : Karolina Hedén Lind; Lisa Gardefors; [2013]
    Keywords : value-expressive advertising; self-congruity; assimilation; differentiation;

    Abstract : Companies who invest in marketing activities in order to create a competitive advantage are said to have a value-expressive product or brand. To be persuasive and gain a positive brand attitude advertisements of these brands must appeal to consumers Ideal Self-Identity. This is referred to as an advertisement being self-congruent. READ MORE

  6. 20. The Swedish Pharmacy Industry: Cross-Promotional Effects on Purchase Behaviour and Customer Satisfaction

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

    Author : Mikaela Lundh; [2013]
    Keywords : pharmacy retail; non-prescription pharmaceuticals; cross-promotion; customer satisfaction; Moderate Incongruity Effect;

    Abstract : Since the de-regulation in 2009, the Swedish pharmacy industry is a fiercely competitive landscape characterized by low profitability and market saturation. Certain actors have exited the market while others have merged, and the trend is pointing towards a progressive market consolidation. Financial performance is lower than expected. READ MORE