Essays about: "Marketing Scepticism"

Showing result 6 - 10 of 13 essays containing the words Marketing Scepticism.

1. 6. Brand Activism - the Battle Between Authenticity and Consumer Scepticism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Karolina Kubiak; Sam Ouda; [2020]
   Keywords : Brand activism; Brand authenticity; Marketing scepticism; Brand trust; Branding; Business and Economics;

   Abstract : Title: Brand Activism - the Battle Between Authenticity and Consumer Scepticism An explorative study on how consumers evaluate authenticity of brands that engage in brand activism Date of the Seminar: 2020-06-04 Course BUSN39 Authors: Karolina Kubiak & Sam Ouda Supervisor: Jon Bertilsson Keywords: Brand activism, Brand authenticity, Marketing scepticism, Brand trust, Branding Thesis purpose: The purpose with the research is to advance our understanding of authenticity in brand activism. Therefore, it aims to explore what consumers think of brand activism and why. READ MORE

3. 7. Investigating the ‘Greenness’ of Young Consumers : A Study on the Influence of Environmental Concern, Exposure to Green Marketing and Green Scepticism on Green Purchase Decisions.

   University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Author : Julia Darnéus Ekeroth; Natasha Milner; Elina Nurmi; [2020]
   Keywords : Environmental concern; green marketing; green consumer; green scepticism; green purchase decision;

   Abstract : ABSTRACT   Date:                                  2020-06-06   Level:                                 Bachelor Thesis in Business Administration, 15 cr   Institution:   School of Business, Society and Engineering, Mälardalen University   Authors:         Elina Nurmi                         Julia Darnéus Ekeroth   Natasha Milner             (1993-01-08)                              (1996-07-24)                                  (1998-05-05)   Title:                                  Investigating the ‘Greenness’ of Young Consumers   Tutor:                                David Freund   Keywords:  Environmental concern, green marketing, green consumer, green scepticism, green purchase decision. Research Question: How can environmental concern, exposure to green marketing and green scepticism influence young consumers’ green purchase decisions?   Purpose: The purpose of this thesis is to investigate how young consumers’ green purchase decisions can be influenced by their environmental concern, exposure to green marketing and lastly, green scepticism. READ MORE

4. 8. Consumer attitudes towards environmental marketing : A study regarding consumer attitudes towards environmental marketing within the milk- industry

   University essay from Karlstads universitet/Handelshögskolan (from 2013)

   Author : Mervenur Özalp; Malin Puschmann Maajaakkola; [2020]
   Keywords : Environmental marketing; consumer scepticism; premium price; green consumer; consumer attitudes; subjective norms; consumer behaviour; loyalty; perceived consumer efficiency; knowledge.;

   Abstract : Due to modern consumption-levels being too high, researchers claim that there is a need for sustainable marketing as well as a change in consumer attitudes towards sustainability. The purpose of this study is to examine how environmental marketing on everyday commodities such as milk affects consumer attitudes, as well as to find out which are the most influential determinants affecting these attitudes. READ MORE

5. 9. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

   University essay from Umeå universitet/Företagsekonomi

   Author : Rebecca Ketola; Sandra Norrman; [2019]
   Keywords : UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

   Abstract : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. READ MORE

6. 10. Consumer Engagement on Instagram: Viewed through the perspectives of social influence and influencer marketing

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Amanda Claesson; Nathalie Tägt Ljungberg; [2018]
   Keywords : Consumer Engagement; Instagram; Social Influence; Influencer Marketing; Social Media; Business and Economics;

   Abstract : Purpose: The purpose consists of gaining an understanding of how young consumers engage on Instagram. This was done by applying the perspectives of social influence and influencer marketing. Methodology: This study utilized a qualitative method from a social constructionist standpoint. The study has adopted an abductive approach. READ MORE