Essays about: "Product Gender"

Showing result 1 - 5 of 93 essays containing the words Product Gender.

1. 1. A study on consumer perception of clothes repair and opportunities for brand intervention

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Hai Ly Pham; Ankita Kanjilal; [2023]
   Keywords : repair; clothing; circular economy; consumer behaviour; brand intervention;

   Abstract : Repairing is one of the alternative business alternatives at the end-of-life phase of clothing, that is seen to be a potential solution for the biggest challenge that the fashion industry faces today - waste. The purpose of this research is to extend our collective understanding of consumers’ value in clothes that lead to their willingness to keep a garment in use for longer. READ MORE

3. 2. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

   University essay from

   Author : Alice Sbrogio; Kristian Shamon; [2023]
   Keywords : sustainability; advertisement; laundry detergents; deception; trust; purchase intention; rational appeal; emotional appeal;

   Abstract : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. READ MORE

4. 3. Shopping for Masculinity? Exploring Compensatory Masculinity Attitudes & Purchase Intentions in a Retail Context

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

   Author : Melody Fu; Agnes Polkander; [2023]
   Keywords : Compensatory Masculinity; Masculinity Threat; Product Gender; Misogyny; Retail;

   Abstract : Compensatory masculinity is an expression for when men exaggerate their masculinity in behaviors and cognitions, as a way to compensate for a self-perceived masculinity threat. This topic is especially relevant today considering the increased competitiveness of women, and the rise and popularity of misogynistic media and the potential effects it has on men. READ MORE

5. 4. AI Second that Emotion - Using Natural Language Processing to Study the Impact of Non-Stereotyped Video Advertising on Consumers’ Emotions & Online Consumer Engagement

   University essay from Göteborgs universitet/Graduate School

   Author : Amanda Hassel; Linnea Jonsson; Johan Strömfeldt; [2022-08-04]
   Keywords : Stereotype; Video Advertisement; Emotions; Online Consumer Engagement; Natural Language Processing NLP ; Artificial Intelligence AI ; Machine Learning; Bidirectional Encoder Representation from Transformers BERT ; Transformer Models;

   Abstract : This paper aims to provide a deeper understanding of the emotional and online engagement behavioral responses to non-stereotyped gender role depictions in video advertisements. The consumer response to two video ads that portray non-stereotyped gender roles by the well-known brands Gillette and Always was analyzed. READ MORE

6. 5. The Influence of the Green-Feminine Stereotype - Understanding Cis Men’s Motivational Representation and Gender Identity Performance in the Context of Pro-Environmental Consumption

   University essay from Göteborgs universitet/Graduate School

   Author : Erika Winblad von Walter; [2022-08-04]
   Keywords : sustainable consumption; pro-environmental consumption; Butlerian gender performativity; motivational representation; gender identity maintenance; masculinity; the green-feminine stereotype;

   Abstract : The role of gender in shaping attitudes toward pro-environmental consumption is understudied and an enhanced understanding of the issue is called for by multiple scholars. Previous literature point to a green-feminine stereotype in which there is a cognitive link between pro-environmental consumption and femininity. READ MORE