Essays about: "Karolina Hedén Lind"

Found 2 essays containing the words Karolina Hedén Lind.

1. 1. Stimulating Word-of-Mouth in Retail

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

   Author : Agnes Malm; Karolina Hedén Lind; [2016]
   Keywords : Salesperson effort; Request Strategies; WOM-intention; Customer Evaluations;

   Abstract : Word-of-mouth (WOM) recommendations is one of the most influential and sought after marketing tools for companies. The purpose of this thesis is to test if it is possible for a salesperson to stimulate WOM through effort and recommendation requests, and if strategic requests have a greater impact. READ MORE

3. 2. Attracting Lifestyles

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

   Author : Karolina Hedén Lind; Lisa Gardefors; [2013]
   Keywords : value-expressive advertising; self-congruity; assimilation; differentiation;

   Abstract : Companies who invest in marketing activities in order to create a competitive advantage are said to have a value-expressive product or brand. To be persuasive and gain a positive brand attitude advertisements of these brands must appeal to consumers Ideal Self-Identity. This is referred to as an advertisement being self-congruent. READ MORE