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Showing result 1 - 5 of 27 essays matching the above criteria.

1. 1. Extending the line : A case study of the marketing strategies used when managing cannibalization in the FMCG industry

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Josef Mannai; Nadezda Opacic; [2023]
   Keywords : ;

   Abstract : The purpose of this study is to enhance our understanding of the marketing strategies used to manage cannibalization when extending product lines within the fast-moving consumer goods (FMCG) industry. Previous research has mainly investigated the causes and consequences of cannibalization, while cannibalization management has gotten limited attention and does not include companies' strategic undertakings. READ MORE

3. 2. From Green to Blacklisted : How Brand Forgiveness influences Brand Loyalty

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Gustav Andersson; Olivia Lindgren; [2022]
   Keywords : Greenwashing; Transgression; Brand Forgiveness; Attitudinal Brand Loyalty; Trust; Trustworthiness;

   Abstract : Greenwashing is a frequent issue within the FMCG industry, such as vague ecological claims and misleading communication. When a brand is accused of greenwashing it is important to understand how to manage this transgression, since both forgiveness and loyalty are concepts that are affected. READ MORE

4. 3. Small Purchases Make A Big Difference

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alice Pettersson; Charlotte Sternberg; [2022]
   Keywords : FMCG; Brand Loyalty; Brand-Cause Fit; Brand Activism; Repurchase Intentions; Business and Economics;

   Abstract : The high competition in the FMCG market today has led to an increased focus on retaining customers and adding value beyond the core business interest. Consequently, most brands engage in cause-related activities to drive brand loyalty. READ MORE

5. 4. Bridging the Attitude-Behavior Gap : A case study for how an FMCG company may decrease the attitude-behavior gap

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Josefin Norstedt; Felix Sjölinder; [2021]
   Keywords : ;

   Abstract : Marketing has a vital role in encouraging sustainable consumption. The purpose of this study is to examine how a company’s holistic green marketing orientation affects the ability to decrease the attitude-behavior gap in the FMCG industry. The attitude-behavior gap is caused by different barriers consumers face in sustainable consumption. READ MORE

6. 5. How did the simple leather wallet end up as an activist tool for change? A qualitative study of young Swedish consumers boycott and buycott behavior of food and drink brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jenny Sandström; Veronica Ågren; [2021]
   Keywords : Boycott; buycott; food and drink brands; FMCG industry; Business and Economics;

   Abstract : Thesis purpose: This thesis aims to discover young Swedish consumers' boycott and buycott behavior of food and drink brands by understanding their decisions and participation in these practices. Methodology: This study is built upon a qualitative research design and adopts an abductive approach. READ MORE