Essays about: "Maura Leonie Kongehl"

Found 2 essays containing the words Maura Leonie Kongehl.

1. 1. The Path of Least Resistance - How established fashion and furniture retailers can implement renting into their business model and overcome consumer resistance

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Maura Leonie Kongehl; Belinda Sander; [2021]
   Keywords : sustainability; circular business models; business model innovation; access-based consumption; fashion furniture renting; consumer resistance; perceived risks; Business and Economics;

   Abstract : The present research quantitatively examines consumer resistance towards the innovative business model of fashion and furniture renting in regard to environmental consciousness and trend orientation, while also taking into account perceived financial, breakage and hygienic risks. Moreover, the business model frame allows to give guidelines on how retailers can successfully implement a sustainable renting format into their business model considering customer resistance. READ MORE

3. 2. Financial brands taking a stand: Exploring the impact of advertised social activism on a brand's image in the financial services sector

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Dana Kamand; Maura Leonie Kongehl; Julia Anna Lagler; [2020]
   Keywords : Consumer perception; brand image; brand activism; social activism; advertising; financial services; Business and Economics;

   Abstract : The purpose of this research paper is to explore the perceptions of advertised social activism and its impact on a financial services sector brand's image. The study is of a qualitative and inductive nature based on literature review along with findings of 12 semi-structured interviews. READ MORE