Essays about: "Importance of motivation in marketing research"

Showing result 1 - 5 of 17 essays containing the words Importance of motivation in marketing research.

  1. 1. Exploring the determinants of purchasing behavior in the context of safety apparel : A study of safety marketing

    University essay from Uppsala universitet/Institutionen för samhällsbyggnad och industriell teknik

    Author : Alexandre-Nikos Pociello i Palau; [2023]
    Keywords : Safety apparel; Personal Mobility Vehicles; urban mobility; micro-mobility; helmet; marketing; consumer buying behavior; Theory of Planned Behavior;

    Abstract : The rapid growth and development of cities have brought new mobility challenges, which the emergence of micro-mobility solutions, such as Personal Mobility Vehicles, has addressed. However, the increase in the use of these vehicles has also led to a rise in the number of accidents and injuries due to the inadequate use of protective equipment. READ MORE

  3. 2. Individual sponsorship implementation and its managerial motivations : A collective case study of the managerial motivations behind the implementation of individual sponsorship in Swedish outdoor recreation sports

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Olle Lagerqvist; Daniel Carlsson; [2022]
    Keywords : Sponsorship; sport sponsorship; individual sponsorship; leveraging; congruence; sponsorship-linked marketing;

    Abstract : Background: In recent years, sponsorship has become an important and heavily implemented marketing communications tool, and the significance of sponsorship is especially seen within the context of sports. Despite the heavy implementation of sponsorship, both in a team context and on an individual level, existing sponsorship literature has been strongly focused on sponsorship in a team context, thus neglecting the individual aspect of sponsorship. READ MORE

  4. 3. Secret sustainability: A case study of why a company might go silent with its green achievements

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

    Author : Antonia Alan; Jenny Trolläng; [2022]
    Keywords : Greenhushing; Green Blushing; Green Communication; Green Marketing; Corporate Social Responsibility;

    Abstract : Greenhushing is acknowledged as a growing concerning behavior referring to when companies deliberately avoid communicating their green achievements. Thus, while companies do substantial work within sustainability, these efforts are strategically or involuntarily not communicated, but why? The research field on greenhushing remains nascent, and scholars have inadequately explained why greenhushing occurs, particularly has previous literature overlooked the strategic perspective and company- specific circumstances. READ MORE

  5. 4. What motivates you? : Exploring the underlying motivational factors for participation in UGC contests on Instagram.

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Alice Fredriksson; Linnea Hallgren; Malin Vall; [2021]
    Keywords : Motivation; User-generated content; Instagram; contests; gamification; uses and gratification theory;

    Abstract : Background: Throughout recent years, the amounts of competitions on Instagram have increased and is now a popular marketing tool for companies to use. The strong competition in digital marketing has led to the need for brands to effectively utilize this marketing strategy. READ MORE

  6. 5. Skills and competencies for sustainable food systems : case study of young market gardeners in Sweden

    University essay from SLU/Dept. of Plant Breeding (from 130101)

    Author : Lotten Lundgren; [2020]
    Keywords : market gardening; sustainability; food system; skills; competencies; lock-in; transition;

    Abstract : Global food systems are locked into a sociotechnical regime where actors are dependent on high external inputs and economies of scale, and systemic innovation is necessary to meet sustainability targets. Recent research into the development of education for fostering sustainability leaders, such as the Horizon 2020-project NextFood, have largely focused on mainstream agriculture, despite the importance of niches in driving systems change. READ MORE