Essays about: "FMCG"

Showing result 41 - 45 of 88 essays containing the word FMCG.

1. 41. Haptics as the Sleeping Beauty of Marketing: The Role of Haptic Packaging Characteristics on FMCG Products for Customers

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Leotrina Koqani; Carolin Strunz; [2017]
   Keywords : Sensory marketing; product packaging; FMCG; haptic sensory; haptic perception; consumer behaviour; Business and Economics;

   Abstract : Purpose: The purpose of this research was to understand how customers construct the relationship, prior identified in the literature, between packaging, haptic sensory and perception with regard to FMCG products. Furthermore, we aimed to explore the role of haptic packaging characteristics on FMCG products for customers. READ MORE

3. 42. The Taco Theory : - A repeated measurement study of the effects of experiential event marketing on brand relationship quality in the FMCG industry

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Tiffany Dosé; Alexander Åström; [2017]
   Keywords : Experiential Event Marketing; Brand Relationship Quality; FMCG; Offline Marketing; Brand Experiences;

   Abstract : Consumer marketing scholars keenly emphasize a proposed paradigm shift toward interactive relationships and lived brand experiences. Yet, little has been done to investigate the link between the two. Until now. READ MORE

4. 43. What is all the fuzz about? A FMCG brand portfolio case study of formalisation in the front end of innovation

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : My Magnusson; Mink Kempen; [2017]
   Keywords : Decision Making; Formalisation; Front End of Innovation; Funnelling; New Product Development; Project Portfolio Management; Project Portfolio Objectives.; Business and Economics;

   Abstract : Title: What is all the fuzz about? A FMCG brand portfolio case study of formalisation in the Front End of Innovation. Date of the seminar: 23 May 2017 Course: ENTN39 Master ́s Corporate Entrepreneurship and Innovation Internship and degree project (Master ́s thesis 15 ECTS) Authors: Mink Kempen and My Magnusson Supervisor: Joakim Winborg Examiner: Ass. READ MORE

5. 44. Game of Trust: Brand-generated content vs Consumer-generated advertising : A qualitative study of Arla Foods

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Emelie Cheng; Nadia Khan; [2017]
   Keywords : Social media advertising; Brand-generated content; Consumer-generated advertising; Trust; Purchase intention; Fast-moving consumer goods;

   Abstract : This thesis studies how trust in two different types of social media advertising, brand-generated content (BGC) and consumer-generated advertising (CGA), influence Millennials purchase intention towards brands in the fast-moving consumer goods (FMCG) industry. The phenomenon of CGA has caught researchers’ interest since it is believed to influence consumers’ purchase intention by affecting their trust in the advertising. READ MORE

6. 45. The business of business is societal responsibility: A case study of drivers and goals of FMCGs’ corporate brand endorsement

   University essay from Göteborgs universitet/Graduate School

   Author : Simon Hellström; Tove Mattsson; [2016-09-21]
   Keywords : FMCG; corporate brand endorsement; corporate reputation; sustainability; corporate identity; corporate image;

   Abstract : Within brand research there is a debate regarding if multinational companies will benefit most from emphasizing their product brand or their corporate brands. The past decade has also brought increased market awareness of sustainability. Against this background it is interesting that major FMCGs have recently engaged in corporate brand endorsement. READ MORE