Essays about: "Marketing MESSAGES"

Showing result 11 - 15 of 152 essays containing the words Marketing MESSAGES.

  1. 11. Fashionable & Sustainable? A case study exploring the markets contribution to the ethical consumption gap

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Emma Tyledal; Emelie Blennow; [2022]
    Keywords : Ethical consumerism; ethical consumption gap; consumer sovereignty; consumer responsibilization; fashion; market; Social Sciences;

    Abstract : The primary purpose of this study is to examine how the market contributes in creating the ethical consumption gap to serve the underlying structures in which predicates and benefits from the gap. Consequently, the research seeks to add to current theoretical understanding in the field. READ MORE

  3. 12. What Green Marketing Strategy to Use Prior To a Greenwashing Scandal?

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

    Author : Ana Desnica; Sara Hawat; [2022]
    Keywords : Green marketing; Humble green marketing; Bragging green marketing; Greenwashing scandal; Effects of green marketing;

    Abstract : Despite the increase in green advertising in the past decade, the way these green messages are communicated and their efficacy when it comes to mitigating damages in case of a greenwashing scandal, is still an area that has not been well-researched. Thus, this paper aims to contribute to closing this research gap by investigating the impact of two different green marketing communication styles on consumers' brand attitude and purchase intention in the context of a greenwashing scandal while also considering the moderating effects of environmental concern and customer skepticism towards green marketing. READ MORE

  4. 13. Att särskilja sig genom grön marknadsföring : en flerfallstudie på modebranschen

    University essay from SLU/Dept. of Economics

    Author : Adrian Cicek; Alexander Wallin; [2022]
    Keywords : Grön marknadsföring; marknadskommunikation; AIDA-modellen; positionering legitimitet;

    Abstract : I dagens samhälle har den gröna marknadsföringen blivit allt vanligare, det beror på att konsumenter har blivit medvetna om klimatförändringar som modeindustrin står för. Modeföretagen har stor påverkan på klimatet samtidigt som konsumtion av kläder har ökat den senaste tiden. READ MORE

  5. 14. 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

  6. 15. Self-branding on elite level : How female athletes use social media for empowerment

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Stephanie Wiebach; [2022]
    Keywords : social media; feminism; empowerment; sports; athletes; self-branding; media; economics; management; ethics; digital marketing; internet; diversity; society; female athletes; new media; strategy; sociala medier; feminism; egenmakt; idrott; atlet; self-branding; media; ekonomi; hantering; etik; digital marknadsförare; internet; mångfald; samhälle; kvinnliga idrottare; nya medier; strategi;

    Abstract : Professional athletes use social media for many different purposes. That includes sharing personal lives, sport achievements as well as endorsements and branding activities with sponsors. READ MORE