Essays about: "Consumer attitudes"

Showing result 1 - 5 of 277 essays containing the words Consumer attitudes.

  1. 1. Seaweed is Sexy : The consumption and utilisation of seaweed throughout British history and the marketing that surrounds it

    University essay from Uppsala universitet/Institutionen för arkeologi och antik historia

    Author : Rhianna Rees; [2019]
    Keywords : Seaweed. Algae. Marketing Theory. History. Environmental. Advertising. Blue Economy.;

    Abstract : Damp, rotting, smelly, rising from the depths, washed up on shorelines. Seaweed (or Macroalgae) has transitioned over time in its position and uses within the British Isles; as discussed in the thesis it has undergone an evolution from its historical use as a source of food in times of desperation, to the superfood it is lauded as today. READ MORE

  2. 2. Hey Google, speak human to me! A quantitative experiment of human-likeness and personalization in voice assistant interaction

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

    Author : Louise Bengtsson; Violaine Lulin; [2019]
    Keywords : Voice Assistant; Social Presence; Anthropomorphism; Service Encounter; Advertising Context;

    Abstract : Voice assistants are a new customer touchpoint for businesses, and the market for voice shopping is expected to grow substantially in upcoming years. Despite high societal and business interest, academic marketing research on consumer interaction with voice assistants is scarce. READ MORE

  3. 3. Mad Men: Masculinity and Advertising in the #MeToo Era - A Quantitative Study of Men's Responses to Purpose-Driven Advertising that Challenges Traditional Masculinity

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

    Author : Julia Zilkens; Sarah Wiggins; [2019]
    Keywords : Purpose-Driven Advertising; Non-Stereotypical Advertising; #MeToo Movement; Masculinity; Social Effects;

    Abstract : Existing research shows that non-stereotypical advertising generates positive brand-related and social effects. However, there is limited research on non-stereotypical portrayals of masculinity and on non-stereotypical advertising that includes an overt call for social change. READ MORE

  4. 4. Disrupting Heritage: A Qualitative Study of how Luxury Fashion Heritage Brands are Perceived by Brand Public Members During a Rebranding

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Johanna Orheim; Saga Bluhme; [2019]
    Keywords : Heritage Brands; Brand Publics; Evolutionary and Revolutionary Rebranding; Burberry; Gucci; Business and Economics;

    Abstract : The aim of this study was to determine in what manner a luxury fashion heritage brand can rebrand from the perspective of brand public members. In line with the relativist and social constructivist stance taken in this study, a netnography of posts and belonging comments on the Instagram accounts of this study’s two example companies, Burberry and Gucci, was conducted. READ MORE

  5. 5. Value Enhancers and Inhibitors for Green Purchasing Behavior : Attitudes towards green products within the food industry among young Swedish consumers.

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Hannah Gustafsson; Lawko Karim; Helmie Säll Fuglerud; [2019]
    Keywords : Green marketing; purchasing behavior; green purchasing behavior; food industry; green consumer goods; Swedish consumption; young consumer behavior.;

    Abstract : Abstract Problem: Food consumption represents the largest contributor to climate change in Sweden, with activities that contribute to excess waste and greenhouse gas emissions. Although studies indicate positive attitudes towards green purchasing behavior among young Swedish consumers, inconsistency between green purchasing intent and actual behavior have been noticed. READ MORE