Essays about: "Self-Congruence"

Showing result 1 - 5 of 8 essays containing the word Self-Congruence.

1. 1. Do you purchase you-products? A quantitative study analyzing the mediating effects of self-congruence and satisfaction on the purchase intention of masstige home goods

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

   Author : Kajsa Dahlberg; Vilgot Bergmark; [2023]
   Keywords : Masstige; Self-congruence; Purchase intention; Consumer behavior; Everyday products;

   Abstract : In contrast to earlier times, middle-class consumers are now more inclined to purchase products that offer superior quality and taste. The new middle segment is called "masstige" as it bridges the "mass" production of "prestige" items. READ MORE

3. 2. Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Hany Wulandari; Nida Tanveer; [2022]
   Keywords : Social Media Influencers SMI ; SMI’s credibility; brand image; brand self-congruence; purchase intentions.; Business and Economics;

   Abstract : This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. READ MORE

4. 3. How did the simple leather wallet end up as an activist tool for change? A qualitative study of young Swedish consumers boycott and buycott behavior of food and drink brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jenny Sandström; Veronica Ågren; [2021]
   Keywords : Boycott; buycott; food and drink brands; FMCG industry; Business and Economics;

   Abstract : Thesis purpose: This thesis aims to discover young Swedish consumers' boycott and buycott behavior of food and drink brands by understanding their decisions and participation in these practices. Methodology: This study is built upon a qualitative research design and adopts an abductive approach. READ MORE

5. 4. The Role of Consumer’s Self-Identity on Pro-Environmental Behavioral- and Loyalty Intentions

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Buster Chuck Allan Grunau; Milou Cornelia Henrica Klijn; [2020]
   Keywords : Pro-Environmental Self-identity; Conspicuous Sustainability; Self-Congruence; Self-Brand Connection; Shopping Malls; Social Sciences;

   Abstract : Thesis Purpose: We aim to enhance the understanding of why Swedish consumers perform pro-environmental behaviors and how this can be influenced by managers and marketers in the shopping mall environment, making the mall more attractive and shoppers more loyal. Theoretical Perspective: We take on a sociological perspective by researching constructs based on identity theory, conspicuous consumption, and the theory of self-congruity. READ MORE

6. 5. Effective or offensive advertising? : An exploratory study on negative Word-of-Mouth and consumers’ perception

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Anne-Gabrielle Hoarau; Lara Gendre; Victor Ricard; [2018]
   Keywords : Viral Marketing; Word-Of-Mouth; Advertisement; Controversy; Influence; Self-Congruence;

   Abstract : Background:               Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond.   Purpose:          The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial. READ MORE