Essays about: "brand awareness Thesis"

Showing result 21 - 25 of 156 essays containing the words brand awareness Thesis.

1. 21. Tone Deaf Marketing or Genuine Activism?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alexandra Veronica Voinow; Anastasija Kropinova; [2021]
   Keywords : woke washing; brand activism; trust; theory of planned behaviour; purchase intention; Business and Economics;

   Abstract : Title : Tone Deaf Marketing or Genuine Activism Seminar : Date: 4th June, 2021. Course : BUSN39 Degree Project in Global Marketing Authors : Alexandra Voinow, Anastasija Kropinova Supervisor : Burak Tunca Keywords : Woke Washing, Brand Activism, Trust, Theory of Planned Behaviour, Purchase Intention Thesis Purpose : The objective of this study was to research consumers awareness of woke washing and brand activism, if they were aware of the difference and how this affected their level of trust towards activist brands, which lead to the analysis of their purchase intention by using the Theory of Planned Behaviour (TPB) as a mediating variable. READ MORE

3. 22. Digital advertising on a regulated market : A multiple-case study in the Swedish alcohol industry

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Wilhelm Borgstam; Dimitri Koido; [2021]
   Keywords : Digital Advertising; Brand Awareness; Regulated Markets; Market Regulations; Social Media Marketing; Digital Media Channels;

   Abstract : In regulated markets companies must comply with various rules, standards, and approval protocols to avoid expensive lack-of-compliance costs. Such regulations often limit the ability of companies to advertise and thereby reach out to consumers. READ MORE

4. 23. Is Overseas Political Challenge Always Harmful to Chinese Multinationals? - Implications on Chinese Purchase Willingness

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Hanzhang Jin; Yuchen Liu; [2021]
   Keywords : Overseas political challenge; Consumers purchase willingness; Brand awareness; Brand image; Chinese multinationals; Signaling theor;

   Abstract : Multinationals are subject to questioning about organizational legitimacy issues by foreign governments when expanding overseas. This issue has become more prevalent over the past two decades with the rapid development of emerging countries and the exponential expansion in outward foreign direct investments from the firms of these emerging countries. READ MORE

5. 24. Challenges SMEs Face when Adopting Social Media Marketing to Increase Brand Awareness : A Multiple-Case Study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Kainat Kainat; Patrizi Jennifer; [2020]
   Keywords : Social Media Marketing SMM ; Social Media Channels; Brand Awareness; Challenges; Business-to-Business B2B ; Small and Medium Enterprises SMEs ;

   Abstract : As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. READ MORE

6. 25. Approaches to sensory marketing strategies within the beauty retail stores in Sweden : A qualitative insight concerning sensory interplay and sensory overload

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Veronica Grandin; Jessica Jönsson; Jakob Kessén; [2020]
   Keywords : Beauty retail stores; multisensory; store atmospherics; sensory congruency; sensory interplay; sensory marketing; sensory overload;

   Abstract : As sensory marketing is becoming a more widely used strategy in the world, the need to distinguish oneself is more important than ever. The general knowledge of sensory cues, their interplay and sensory overload among Swedish retail beauty companies is researched in this thesis. READ MORE