Essays about: "Trust issues in marketing"

Showing result 1 - 5 of 33 essays containing the words Trust issues in marketing.

1. 1. CSR EMBEDDED IN THE CORPORATE DNA : A QUALITATIVE CASE STUDY OF CSR-BRANDING AND SUSTAINABILITY REPORTING WITHIN A NORDIC MULTI-BRAND ORGANIZATION IN THE BEAUTY INDUSTRY

   University essay from Umeå universitet/Företagsekonomi

   Author : Emelie Rantatalo; Linda Jonsson; [2023]
   Keywords : corporate social responsibility; corporate branding; CSR- branding; sustainability reporting; stakeholders;

   Abstract : CSR-branding has gained recognition and promotes organizations to incorporate CSRinitiatives into their branding strategies. Conversely, executing an effective CSR-brandingstrategy presents challenges such as aligning relevant initiatives with the corporate brand,assessing internal resources, and engaging external stakeholders. READ MORE

3. 2. Do consumers assume that natural ingredients in skincare are more sustainable than synthetic ingredients? : A qualitative study on consumer behavior in regards to natural versus sustainable ingredients in skincare products

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Zana Sekiraca; Erika Torell; Fjona Ljutviu; [2023]
   Keywords : Sustainability; consumer behavior; green marketing;

   Abstract : The demand for sustainability in the cosmetics industry has gained significant attention inrecent years due to the growing environmental concerns and increased consumer awareness. Consumers are increasingly considering the environmental impact of their purchasing decisions, leading to a shift in attitudes towards greener consumption and driving the concept of green marketing. READ MORE

4. 3. Evaluating Brand Perception Regarding Sustainability through Digital Marketing

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Amber Javed; [2022]
   Keywords : digital marketing; social media; sustainability; climate change; online media; marketing campaign; fashion brands; brand management; consumer behaviour; brand loyalty; brand image; carbon footprints;

   Abstract : This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. READ MORE

5. 4. Hidden voices of the animal industry : a study of transparency in the production chain

   University essay from SLU/Dept. of Urban and Rural Development

   Author : Caroline Kumlin Pettersson; [2022]
   Keywords : transparency; animal production; agenda setting; priming; consumer; small-scale production;

   Abstract : The study is questioning the transparency of the animal production chain through different perspectives of the media landscape. Producers, suppliers, and consumers all meet in media outlets through campaigns, news stories and marketing, and the finalized product for purchase is often visualized more romanticized than its animal origin. READ MORE

6. 5. Fake Existence, Real Influence? : Computer Generated Imagery (CGI) Influencers' Impact on Consumers' Purchase Intentions

   University essay from Umeå universitet/Företagsekonomi

   Author : Mattias Arusell; Magdalena Pettersson; [2022]
   Keywords : CGI Influencer; Computer Generated Imagery Influencer; Virtual Influencer; AI Influencer; Social Media Influencer; Virtual Influencer Marketing; Influencer Marketing; Opinion Leadership; Parasocial Relationships; Purchase Intention;

   Abstract : In the light of the digitalization and the emergence of social media, the concept of influencer marketing has increased significantly in importance on a global scale and is now considered one of the most effective, powerful and cost-effective marketing tools for businesses in today’s society. Nevertheless, despite the effectiveness of influencer marketing, the growing worldwide marketing trend of Computer Generated Imagery (CGI) influencers, also described as human-like influencers, is currently revolutionizing today’s influencer marketing and is expected to become the new way of marketing from a future perspective. READ MORE