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Found 4 essays matching the above criteria.

  1. 1. The more comfortable you feel, the more power you have : A study on modest style consumption among young women

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

    Author : Sarah Lindgård; Aneta Machova; [2017]
    Keywords : modest style; identity; femininity; modesty; body;

    Abstract : As clothing is the most visible type of consumption, what we wear often says a lot about who we are. We buy what we consider in line with our identity and avoid what we consider as not. Our consumption is influenced by a number of factors, whether internal or external and throughout the years we adopt a certain way of style. READ MORE

  3. 2. Information gathering considering the influence of brand- awareness and attitude : A study focusing on young female consumers behavior in the cosmetic industry

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Emma Färemo; Angelica Fredriksson; [2015]
    Keywords : Information gathering; young female consumers; brand- awareness and attitude; online; offline; social media; cosmetic products;

    Abstract : Problem: Research shows that it is crucial to acknowledge the information search step to understand consumer decision-making. Moreover, consumers‟ buying behavior is affected by their brand awareness. READ MORE

  4. 3. The pirate and the navy: Challenger brands and their utilization of counter-hegemonic ideology in identity communication

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Amy Errmann; Anna-Lena Nilsson; [2013]
    Keywords : challenger branding; brand identity; brand narrative; brand communication; hegemony; counter-hegemony; Business and Economics;

    Abstract : Challenger branding is a phenomenon that is gaining significant exposure in academia. However, most research on this branding approach relates to a practical or technical knowledge interest, ignoring the counter-hegemonic critique that exemplifies challenger branding. READ MORE

  5. 4. Consumer perceptions on the incorporation of established brands : The acquisition of Body Shop by L’Oréal

    University essay from Institutionen för ekonomi

    Author : Catherine Robens; [2007]
    Keywords : consumer perceptions; brands; portfolio incorporation; buying behaviour; mergers and acquisitions;

    Abstract : This thesis aims at investigating consumers’ perceptions on the incorporation of an established brand and how the general attitude and buying behaviour is altered in the course of an acquisition. The combination of two or more brands in a newly formed conglomerate implies a combination of values, principles and associations that might affect a company’s appeal. READ MORE