Essays about: "Marketing concept own"

Showing result 1 - 5 of 43 essays containing the words Marketing concept own.

  1. 1. The complexity of cancel culture: : Unveiling the personal and social drivers that influences the decision to cancel

    University essay from Umeå universitet/Företagsekonomi

    Author : Najda Gvozden; Lovisa Zetterlind; [2023]
    Keywords : cancel culture; social media; canceled influencers; influencer marketing; social norms; moral transgression; social justice; social identity theory; theory of planned behavior;

    Abstract : The rise of social media has emerged the social phenomena called cancel culture, where individuals hold influencers and endorsed brands accountable for perceived immoral actions. Cancel culture originates from a desire for social justice, where the consequences of those cancelled could be temporary and long-lasting reputational damage. READ MORE

  3. 2. Love is all you need - Defining the concept of love brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lisa Lindenmeyer; Franziska Seifried; Alma Varga; [2023]
    Keywords : brand love; brand-customer relationship; brand loyalty; love brands; Business and Economics;

    Abstract : Purpose: The term “love brand” has recently become a buzzword among marketing practitioners. Therefore, the purpose of this paper is to define this concept, its elements, and how customers express the love they feel towards their love brand(s) in order to create a shared understanding among practitioners and the academic world. READ MORE

  4. 3. Bonderevolt eller överlevnadskreativitet : en studie om mjölkproducenters resa till egen förädling av gårdens mjölk

    University essay from SLU/Dept. of Urban and Rural Development

    Author : Lisa Valleräng; [2023]
    Keywords : gårdsmejeri; förädling; mjölkgård; globala livsmedelssystem; lokala livsmedelssystem; berättande; värdeskapande; relationsmat;

    Abstract : I denna uppsats undersöks mjölkgårdar som investerat i och utvecklat förädling av gårdarnas egen mjölk. Fyra mjölkgårdar har besökts och där har jag genomfört djupgående intervjuer och observationer i två dagar på vardera gård. READ MORE

  5. 4. Cultural Impact on Standardization/Adaptation of the Marketing Mix - A Qualitative Study on MNEs in the Sportswear Industry

    University essay from Göteborgs universitet/Graduate School

    Author : Matilda Arvidsson; Ruben Strandberg; [2022-07-05]
    Keywords : The Integration-Responsiveness Framework; Globalization; Localization; Standardization; Adaptation; Cultural Difference; Marketing Management; International Marketing;

    Abstract : In order for an international business to grow and secure competitive advantages, firms have to exploit and expand to new markets and pinpoint the importance of international marketing. Local market demand is highly related to cultural differences and consumer preferences which raises the dilemma whether firms should adapt their marketing mix to the new local market or use a cost-effective standardized model that is based on their host market. READ MORE

  6. 5. Permission-based Email Marketing for Customer Engagement : A qualitative study on how email marketing and relational factors influence consumers' non-purchase behaviors

    University essay from Umeå universitet/Företagsekonomi

    Author : Anna Mannelqvist; Isak Mårtensson; [2022]
    Keywords : Relationship Marketing; Online Relationship Marketing; Email Marketing; Permission-based Email Marketing; Personalized Email Marketing; Customer Engagement; Non-Purchase Behaviors;

    Abstract : Email marketing is not a new concept within marketing, it has been used by companies as a cost-effective way to incentives purchases for decades. However, during the past few years, there was a shift in the way email can be used. READ MORE