Essays about: "brand credibility"

Showing result 1 - 5 of 70 essays containing the words brand credibility.

  1. 1. CSR is more than PR - Consumer perception of digital sustainability communication from fast fashion brands

    University essay from Göteborgs universitet/Graduate School

    Author : Julia Hafström; Antonella Shahin; [2020-06-23]
    Keywords : Corporate social responsibility; brand credibility; digital communication; sustainability; fast fashion brands;

    Abstract : MSc in Marketing and Consumption.... READ MORE

  2. 2. Factors affecting consumers green purchase intention towards ecological products: ICA supermarket in Sweden

    University essay from Högskolan i Gävle/Avdelningen för ekonomi

    Author : Khalida Akter; [2020]
    Keywords : Green marketing; consumer trust; green trust; Eco-branding; Green marketing strategy and consumer purchase intention;

    Abstract : Title: “Factors affecting consumers green purchase intention towards ecological products: ICA supermarket in Sweden”. Level: Master degree thesis in Business AdministrationAuthor: Khalida Akter Supervisor: Zahra AhmadiExaminer: Maria Fregidou-Malama Aim: The aim of this study is to investigate how consumer trust, eco-branding and green marketing strategy influence consumer purchase intention towards ecological products. READ MORE

  3. 3. Reconnect with readers : Does native advertising affect customer’s attitude towards online advertising?

    University essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Företagsekonomi

    Author : Sunisa Hemphoom; Karina Konrádi; [2020]
    Keywords : Native Advertising; Entertainment; Informativeness; Irritation; Credibility; Online Advertising; Attitude; Attitude Towards Advertising; Online Marketing;

    Abstract : Background - The thesis topic was selected because of the increased value of ads as a promotional tool and the growing avoidance arising from the exposure rate towards advertising. The principle of native advertising gives marketers a less intrusive pathway. READ MORE

  4. 4. Why Being Green is Harder Than it Seems: Discovering the Effect of Green Brand Knowledge On the Perception of a Green Claim

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lydia Jayne Parry; Linda Strålman; [2020]
    Keywords : Green brand knowledge; green brand awareness; green brand image; claim credibility; greenwashing; Business and Economics;

    Abstract : The purpose of this study is to quantitatively discover whether green brand knowledge has an effect on the perception of green claims with Swedish Millennial's and Gen Z. As to whether it is perceived as credible or greenwashing. This study builds upon previous brand knowledge and green claim literature. READ MORE

  5. 5. Brand Activism - the Battle Between Authenticity and Consumer Scepticism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Karolina Kubiak; Sam Ouda; [2020]
    Keywords : Brand activism; Brand authenticity; Marketing scepticism; Brand trust; Branding; Business and Economics;

    Abstract : Title: Brand Activism - the Battle Between Authenticity and Consumer Scepticism An explorative study on how consumers evaluate authenticity of brands that engage in brand activism Date of the Seminar: 2020-06-04 Course BUSN39 Authors: Karolina Kubiak & Sam Ouda Supervisor: Jon Bertilsson Keywords: Brand activism, Brand authenticity, Marketing scepticism, Brand trust, Branding Thesis purpose: The purpose with the research is to advance our understanding of authenticity in brand activism. Therefore, it aims to explore what consumers think of brand activism and why. READ MORE