Essays about: "Self-image Congruence"

Found 4 essays containing the words Self-image Congruence.

  1. 1. E-bike users are lazy… and healthy : A study in consumer behaviour on the symbolic values of e-bikes, why some want e-bikes and others avoid them.

    University essay from Högskolan i Halmstad/Centre for International Marketing and Entrepreneurship Research (CIMER)

    Author : Joel Ahlbom; Daniel Andersson; [2019]
    Keywords : Marketing; International marketing; segment; sales; electric bicycles; E-bikes; Pedelec; User imagery; ideal social self-image congruence; brand avoidance; symbolic consumption; symbolic brand avoidance; Marknadsföring; elcyklar; miljö; typiska användare; varumärke;

    Abstract : Research question: To examine what aspects affect some consumers to avoid e-bikes and others to desire them. Purpose: The main purpose of this study is to see if e-bikes have a symbolic value. We aim to see if e-bikes is associated as an environmentally friendly product. We will examine stereotypes and brand avoidance. READ MORE

  3. 2. The Beauty of Brand Loyalty : – a case study of how marketers view Millennials' brand loyalty in the beauty industry

    University essay from Umeå universitet/Företagsekonomi

    Author : Julia Kulle; Julia Hellsten; [2017]
    Keywords : Brand loyalty; Millennials; brand management; marketing; beauty industry; beauty marketing;

    Abstract : The generation of Millennials is becoming a very important segment in today's beauty market, because of their large size, purchasing power and engagement on social media. The Millennial consumers are heavy buyers of beauty products, but heavy buyers are not always loyal to the beauty brands. READ MORE

  4. 3. Perception meet Reality : A pilot study of the self-congruence of female online shoppers

    University essay from Akademin för textil, teknik och ekonomi

    Author : Nicole Di Natali; Matthildur Ivarsdottir; [2015]
    Keywords : Self-Congruence; Perception; Fit Issues; Online Shopping; 3D Scanning; Body Image Self Discrepancy; Social Comparison; Consumer Behavior;

    Abstract : The goal of this research is to better understand the gap between the consumer's actual self image versus their perceived ideal image; in which, could help an online retail company to respond more effectively and provide a better service to its target customer with an added goal of reducing the rate of returns. A two-phased mixed methods approach was applied to this research to test for participants perceived and actual ideas of themselves, as well as their attitudes towards ideals. READ MORE

  5. 4. Are intermediary luxury fashion brands excluding overweight and obese women in the UK, by not offering their sizes among its assortments?

    University essay from Högskolan i Halmstad/Centre for International Marketing and Entrepreneurship Research (CIMER)

    Author : Maria Erlandsson; Elin Forslund; [2015]
    Keywords : Fashion; Intermediary Luxury; Brand Identity; Brand Image; User Imagery; Self-image Congruence;

    Abstract : Title: Are intermediary luxury fashion brands excluding overweight and obese women in the UK, by not offering their sizes among its assortments? Authors: Elin Forslund and Maria Erlandsson Supervisor:Ulf Aagerup Level: Bachelor thesis in marketing (15 ECTS). Spring 2015. READ MORE