Essays about: "High low involvement brands"

Showing result 1 - 5 of 9 essays containing the words High low involvement brands.

1. 1. 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

3. 2. The Impact of Sustainable Advertising and its Relationship to Consumer Brand Loyalty : An Empirical Study of Young Adults and their Brand Switching Behaviour on High- and Low Involvement Products

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Alice Jernberg; Sandra Eklund; Andreea-Jessica Roman; [2020]
   Keywords : Sustainable Advertisements; Green Advertisements; Consumer Behaviour; Purchase Decisions; Brand Loyalty;

   Abstract : Even though the majority of companies have realised the benefits of implementing sustainability practices into their business strategies today, the problem is that the marketing of these activities still has a negative impact on the environment. Therefore, the purpose of this research is to examine if the impact of sustainable advertisements can influence the purchase decisions of young adults who show loyalty to another brand. READ MORE

4. 3. Make a Fashion Statement with Transparency: An experimental study on the antecedents of consumers’ perceptions of brand transparency

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lovisa Gunnarsson; Maria Victoria Rocha Guerrero; [2019]
   Keywords : Brand Transparency; Brand Effort; Message Sidedness; Sustainability Involvement; Apparel Industry; Business and Economics;

   Abstract : Thesis purpose: The purpose of this paper is to investigate the antecedents of brand transparency and test their impact on the customers’ perception of transparency within the apparel industry. More specifically, the study has two objectives firstly, to identify the antecedents of consumers’ perception of brand transparency, and secondly, to empirically test the identified antecedents and their impact on the perception of brand transparency. READ MORE

5. 4. 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

6. 5. Effective mobile display advertising: The impact of product involvement and creativity

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

   Author : Erik Schuss; Martin Söndergaard; [2016]
   Keywords : Mobile advertising; Product involvement; Brand intentions; Brand attitudes; Creativity;

   Abstract : Mobile advertising is rapidly becoming one of the most important media channels, but research is scant and the effectiveness contended. Not all product types are proven to be effectively advertised in the mobile phone, as attention in general is believed to be low. READ MORE