Essays about: "brand"

Showing result 1 - 5 of 1973 essays containing the word brand.

  1. 1. The Risks of Shock Advertising for Non-profit Organizations : A qualitative study of the effects of shock advertising on consumer processing and evaluation

    University essay from Karlstads universitet/Handelshögskolan (from 2013); Karlstads universitet/Handelshögskolan (from 2013)

    Author : Ola Olofsson; Marcus Funke; [2020]
    Keywords : Brand Image Incongruity; Shock Advertising; Consumer Processing; Consumer Evaluation; Brand Evaluation;

    Abstract : The use of shock advertising as a means to attract consumers’ attention has been prevalent during the last decade. This is especially true in the case of non-profit organizations, where consumers are more lenient to incongruent and explicit imagery. 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. Nike’s Dream Crazy campaign and how it influenced views and opinions towards the brand

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Oskar Brandberg; Mathias Myrefelt Norlinger; Kevin Ngo; [2020]
    Keywords : Nike; Swedish consumer behaviour; Political Consumerism; Kaepernick; Political stance; Business and Economics;

    Abstract : Purpose: In 2018 Nike launched an advertisement campaign called “Dream Crazy” that provoked controversial reactions in social media and large coverage in the media. This qualitative study aims to find out what Swedish students aged 19-24 think of specifically the political aspect of that campaign, and how much it matters and influences their decision making when choosing products. READ MORE

  4. 4. The clash between Ikea's brand identity, ideologies and employees' values

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Karolina Kubiak; Sam Ouda; Sara Samuelsson; [2020]
    Keywords : Business and Economics;

    Abstract : In May 2019, Ikea group in Poland posted an article in the intranet regarding LGBT-movement, encouraging the employees to support the LGBT+ community by participating in the celebration the company was about to host. A religious employee, with the pseudonym Tomasz K., chose to show his disapproval by posting a comment to the article. READ MORE

  5. 5. Changing brand perceptions: Nespresso’s efforts to be perceived as a sustainable coffee brand

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Florian Felder; Hanna Nyremo; Linda Strålman; Anna Widerberg; [2020]
    Keywords : Brand perception; brand image; brand vision; communication; cognitive psychology; sustainability; Nespresso.; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to analyse the misalignment between brand vision and brand image. Particular emphasis is placed upon the role of customers’ perceptions when it comes to shaping the brand image. READ MORE