Essays about: "Purchase influences"

Showing result 6 - 10 of 99 essays containing the words Purchase influences.

1. 6. Becoming by Buying : A qualitative study about Brandengagement in self-concept (BESC) in the pre-purchase stage

   University essay from Umeå universitet/Företagsekonomi

   Author : Philip Brunkes; Lina Johansson; [2023]
   Keywords : Fast-Fashion; Brand Engagement in Self-concept; Pre-purchase stage; Self- concept; Consumer decision making process; Self-congruity;

   Abstract : Fast fashion brands provide consumers with constantly available opportunities to update,not only their wardrobes, but themselves. As our identities have become a constant projectto work on, consumption of fast fashion involves the possibilities of trial and error ofpersonal development. READ MORE

3. 7. Judging Books by Their Cover: A quantitative study on how media consumption influences purchase decision for culturally acclaimed books

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

   Author : Casiana Oancea; Ashwathi Pillai; [2023]
   Keywords : Customer behaviour; Purchase intention; Media consumption; Book purchase intention;

   Abstract : This thesis investigates book readers and factors that affect their purchase intention towards physical books with different attributes. Books have a vast variety which makes them attractive to a lot of different personalities. READ MORE

4. 8. How is E-commerce Live Streaming on TikTok Different from Traditional E-commerce on Alibaba?

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Liu Xinyi; [2023]
   Keywords : ;

   Abstract : Background: In recent years more and more consumers in the Chinese market are participating in e-commerce live streaming platforms for online shopping, which is a challenge for traditional e-commerce and an opportunity for brands. TikTok and Alibaba, as one of the major e-commerce live streaming platforms and traditional e-commerce platforms in China, can provide a new perspective for brands. READ MORE

5. 9. 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

6. 10. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication

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

   Author : Emma Edström; Yufei Erik Luo; [2023]
   Keywords : Endorser Marketing; Source Credibility Model; Source Attractiveness Model; Product Match-Up Hypothesis; Endorsement;

   Abstract : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. READ MORE