Essays about: "consumer behaviour corporate behaviour"

Showing result 6 - 10 of 34 essays containing the words consumer behaviour corporate behaviour.

1. 6. Value Is in the Eyes of the Beholder - A quantitative study about the moderating effect of consumers' need for uniqueness in the relationship between consumers' brand stereotypes, brand emotions and perceived emotional value of cor-porate brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Johan Brishammar; Pernilla Eriksson; [2021]
   Keywords : Consumer behaviour; Brand stereotypes; Brand perception; Brand emotions; Perceived consumer value; Consumers need for uniqueness; Corporate brands.; Business and Economics;

   Abstract : The purpose of this study is to quantitatively investigate the moderating effect of consumers' need for uniqueness (NFU) in the relationship between perceived brand stereotypes, brand emotions, and perceived customer value. The study follows a quantitative research method with a sample-survey research design, where hypotheses have been developed supported by a theoretical framework. READ MORE

3. 7. To dare or not to dare – taking a stand in marketing campaigns - How companies’ decisions to take a public standpoint in social issues affect consumers’ perceptions and behaviour

   University essay from Göteborgs universitet/Graduate School

   Author : Amanda Lindén; Rebecca Lindén Pagoldh; [2020-06-23]
   Keywords : Corporate social responsibility; CSR marketing; Social Marketing; Brand Activism; Gender equality; Millennials; Goodwash; Resistance;

   Abstract : Based on an interest to contribute to further understanding of the area of CSR marketing the purpose of this article is to explore the perceptions and effects of marketing where companies take a public standpoint in social issues. Through analysis of millennials’ perceptions and the outcomes of this type of marketing the study aims to increase the knowledge of how business as well as society are influenced. READ MORE

4. 8. The Role of A Flexible Brand Identity in A Dynamic Market : A Multiple-Case Study on Swedish Coffee Brands

   University essay from Karlstads universitet/Handelshögskolan (from 2013)

   Author : Louise Enoksson; Elin Larsson; [2020]
   Keywords : Brand Identity; Flexible Brand Identity; Brand Transformation; Brand Management; Moderately Dynamic Market; Adaptation; Consumers; Consumer behaviour; The Swedish Coffee Market; Communication;

   Abstract : Conducting successful business requires a clear and steady brand identity, which is a part of brand management (Aaker, 1996; Kapferer, 1992, de Chernatony, 1999). Sticking to the core values and the traditions of the brand is beneficial. READ MORE

5. 9. Impact of Environment-related CSR Activities on Consumer Perception and Purchasing Behaviour in the Global Fashion Industry: A Case Study of “Traditional” and “Sustainability-Driven” Firms - H&M and Tentree

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sarah Asif; Moen Asif; [2020]
   Keywords : Corporate Social Responsibility; CSR; Consumer Perception; Consumer Purchasing Behaviour; Fast Fashion; Sustainable or Slow Fashion; Sustainability; Business and Economics;

   Abstract : The purpose of this study is to investigate the difference in consumer perception of and purchasing behaviour towards two different categories of companies (“traditional” fast fashion brands and “sustainability-driven” sustainable/slow fashion brands) and their environment-related CSR activities in the global fashion industry. The primary objectives of this paper are to determine if “sustainability-driven” fashion companies are perceived as more genuine and trustworthy with regards to their environment-related CSR activities, and how this impacts consumer purchase behaviour. READ MORE

6. 10. The Pitfalls of Communicating the Implementation of Environmental Regulations

   University essay from Linköpings universitet/Företagsekonomi

   Author : Sara Petersen; Hilda Lundin; [2020]
   Keywords : Communication; Corporate communication; Marketing; Advertising; Strategy; Green communication; Greenwashing; Transparency; Motive greenwashing; Environmental regulations; Consumer attitude; Experimental survey;

   Abstract : In the light of a market that showcases increased hesitation and skepticism over green marketing and environmental communication, is the necessity of a well executed corporate communication greater than ever. What can be seen on the market is corporations that are unintentionally using motive greenwashing as a tool for attracting and persuading consumers to favour the corporations image. READ MORE