Essays about: "Hanna Rondahl"

Found 1 essay containing the words Hanna Rondahl.

  1. 1. The better the purpose, the stronger the business?

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

    Author : Hanna Rondahl; Matilda Blomqvist; [2020]
    Keywords : Company purpose; Corporate purpose; CSR communication; Perceived authenticity; Value theory;

    Abstract : The authors of this paper introduce four consumer value clusters (self-transcendence, self-enhancement, openness to change and conservation) as independent variables in a multiple linear regression analysis in order to investigate and clarify the process that leads customers to form their reactions after being exposed to a company purpose within the outdoor clothing category. The authors test a model that proves that consumers tend to have more positive reactions, in terms of (1) brand attitude, (2) purchase intention and (3) word-of-mouth intention, after being exposed to a company purpose, controlling for all other factors. READ MORE