Essays about: "Ilse van de Haar"
Found 2 essays containing the words Ilse van de Haar.
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1. Surviving in the Era of Sustainability Marketing – The impact of green claims on consumers’ purchase intention of environmentally friendly fashion products
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The objective of this study is to research how vocal green companies can use green claims in online marketing advertisement text with the aim to recommend ways in which they can positively impact the purchase intention of environmentally friendly fashion products. Methodology: In this quantitative study, the data is analysed through correlations, after which significant differences are captured through the Fisher Z transformation, followed by a one-way ANOVA test analysing the gender effect. READ MORE
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2. How Artificial Intelligence is changing The Relationship Between The Consumer and Brand in The Music Industry
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose - The aim of this paper is to analyze Artificial Intelligence in the music industry in order to provide an indication of how Artificial Intelligence is expected to continue impacting the connection between the consumer and the brand. Design/methodology/approach - The study is based on a qualitative single case study method and it discusses how Spotify has incorporated Artificial Intelligence into its practices supportive of its branding strategy. READ MORE