Essays about: "Marketing cultures"

Showing result 41 - 45 of 55 essays containing the words Marketing cultures.

  1. 41. Brand Personality: Impact on Brand Trust and Consumer Preferences : A comparative study of Germany and Sweden

    University essay from Handelshögskolan vid Umeå universitet

    Author : Anja Gandara Gil; Daniel Hellgren; [2011]
    Keywords : Brand personality; brand identification; preference; brand trust; culture;

    Abstract : A brand could be considered to be the face of a company. The most visible aspect of a brand is the logo, but there is another perspective widely known, namely brand personality. Previous studies have acknowledged that brands, in the eyes of consumers, can be seen as having personality traits. READ MORE

  3. 42. Exploring western marketing effects in Nicaragua

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

    Author : Cristoffer Harlos; Beatrice Hjelm; [2011]
    Keywords : Western marketing; Developing countries; Emotions; Social effects;

    Abstract : In today's globalized world marketing is being pushed out to the perimeters. Remote villages in developing countries now receive commercial messages from the western world. READ MORE

  4. 43. Impact of Culture on Mobile Phone Purchasing A Comparison between Thai and Swedish Consumers

    University essay from Akademin för hållbar samhälls- och teknikutveckling

    Author : Siraporn Wongdatengam; Panjaporn Kruapanichwong; [2011]
    Keywords : Cross culture; consumer behavior;

    Abstract : “Mobile phones as a communication technology fits into culture rather than imposes on a culture” (Xin, 2006).Therefore, the main purpose of this research was to investigate and to understand the impact national culture has on mobile phone buyer behaviour of Thai and Swedish consumers. READ MORE

  5. 44. The Impact of National Identity and Culture on Customer Perception of Product Quality; The case of mobile phones in Sweden and Turkey

    University essay from Akademin för hållbar samhälls- och teknikutveckling

    Author : Merve Ertekin; Burcak Aydin; [2010]
    Keywords : Culture; product quality perception;

    Abstract : Abstract Date: May 2010 Program: International Marketing (Master’s Program) Authors: Merve Ertekin                                                                  Burcak Aydin                                                                   Tutor: Tobias Eltebrandt Title: The Impact of National Identity and Culture on Customer Perception of Product Quality; ‘The case of mobile phones in Sweden and Turkey’ Problem Statement: How may culture affect the ‘product quality perception’ of consumers? Purpose: What differences can be observed in ‘product quality perception’ of mobile phones in Sweden and Turkey? Method: A quantitative research has been conducted by using both primary and secondary data. Primary data was gathered from distributing questionnaire to Swedish and Turkish university students and secondary data was collected from books, online resources and articles. READ MORE

  6. 45. Assessment of cultural gaps in IKEA’s IT operation in Shanghai, China : MBA-thesis in marketing

    University essay from Avdelningen för ekonomi

    Author : Avinash Jha; [2010]
    Keywords : Culture; Cross culture; IKEA culture; China; IKEA in China; Bridging cultural gaps; Organizational culture;

    Abstract : Research related to culture, and analysis of the collected information needs frameworks to understand and solve the complex questions about cross culture behaviour and their integration, particularly when a company with strong native cultural influence starts its operation in another country which has similarly strong local culture. Using Hofstede and Trompenaars, Hampden’s dimensions of cultural understanding, this study aims to understand and assess the challenges related to integration of cultures, when Swedish MNC IKEA started its IT Operation in Shanghai, drawing conclusions about how and if the cultural behaviours did fit the existing frameworks and underlining the cultural gaps still existing in the organisation. READ MORE