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Found 2 essays matching the above criteria.

1. 1. Drivers of the Crowd - Identifying the Key Motivators to Perform Equity-Based Crowdfunding Investments

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

   Author : Ella Huynh; Jessica Ugander; [2015]
   Keywords : Crowdfunding; Equity-based crowdfunding; Self-Determination Theory; Intrinsic motivation; Extrinsic motivation;

   Abstract : This thesis aims to investigate the key motivators that drive investors to engage in equity-based crowdfunding in Sweden. By drawing on the Self-Determination Theory (SDT) and other findings within this field of study, a model has been developed in order to understand what motivates investors to invest in equity-based crowdfunding campaigns. READ MORE

3. 2. 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