Essays about: "brand-related effects"
Showing result 1 - 5 of 10 essays containing the words brand-related effects.
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1. Reducing Waste, Building Brand: A Quantitative Study of the Impact of Second-Hand Clothing on Brand Attitude in Online Retail
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : Consumers' growing awareness of the environmental impact of their consumption behaviors has resulted in an increased demand for sustainable and eco-friendly brands. Swedish online retailers have responded by offering second-hand clothing on their websites. READ MORE
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2. influencer campaign composition - an empirical study of influencer marketing campaign considerations
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Influencer marketing has become one of the prominent marketing strategies for companies. However, how practitioners, in actuality, form a decision basis and what considerations there are in the process of designing an influencer marketing campaign regarding influencer selection, performance measures and optimization continue to elude researchers. READ MORE
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3. Sustainable actions before profit? : The effects of sustainability efforts on the brand experience in the clothing industry exemplary represented on Patagonia
University essay from Jönköping University/Internationella HandelshögskolanAbstract : Background: In today ́s world, experiences play an important role for the customers to build loyalty and long-lasting relationships. Brakus et al. (2009) developed one of the most cited scales for measuring brand experience. READ MORE
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4. Age-stereotypes in advertising: A quantitative study on consumer reactions to non- stereotyped portrayals of age in advertising
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : The average age of the world's population is increasing. Despite this, elders are underrepresented in advertising and, when included, often portrayed in an age-stereotypical way. READ MORE
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5. Communicating Sustainable Initiatives: A quantitative study of the impact of using carbon offsetting claims in advertising to consumers
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : While carbon offsetting has been a common practice for companies as a method to mitigate their environmental impact, there has been relatively little theoretical research on whether the communication of it in advertising has an impact on consumers, and if yes, in what ways. This thesis aims to fill this research gap by testing the effects generated from using carbon offsetting claims in advertising to consumers. READ MORE