Essays about: "consumer communication behaviour, sweden"

Showing result 1 - 5 of 15 essays containing the words consumer communication behaviour, sweden.

1. 1. Mending the end-goal paradox of social and commercial marketing

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Klara Käll; Nuria Budesca Alameda; [2022]
   Keywords : Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain; Business and Economics;

   Abstract : Title: Mending the end-goal paradox of social and commercial marketing - An explorative case study of brands’ emotional communication influence on consumers’ behavioural attitudes Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master level Authors: Klara Käll & Núria Budesca Alameda Supervisor: Annette Cerne Keywords: Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain Purpose: The purpose of this study is to investigate consumers' attitudes toward social marketing behaviours communicated by brands with regards to emotions. Methodology: This research was carried out with the research philosophies of relativism for ontology and social constructionism for epistemology. READ MORE

3. 2. Analysing the Consumption Motives of Plant-Based Food Alternatives: The underlying Benefit of Virtue Signalling

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Anika Albrecht; Svenja Lena Mauch; [2021]
   Keywords : vegan consumption; consumer behaviour; consumption motives; theory of planned behaviour; virtue signalling; vegan food alternatives; purchase intention; Business and Economics;

   Abstract : Thesis Purpose: The purpose of this study is to examine the underlying motivations of consumers’ intentions to purchase vegan food alternatives. In doing so, the thesis specifically focuses on studying virtue signalling as an additional benefit to environmental protection, animal welfare, and personal health that motivates consumers to choose plant-based food alternatives. READ MORE

4. 3. 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. 4. How does sustainability affect you? : A holistic view of how sustainability affects consumers’ apparel purchasing behaviour in Sweden and in Finland

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Niina Räisänen; [2018]
   Keywords : Apparel industry; Consumer behaviour; Sustainability; Sustainability communication; Sustainable consumer behaviour;

   Abstract : Background Sustainability is one of the hot topics in the apparel industry currently. Companies are working to improve an environmental impact of clothing production and social conditions at manufacturers and communicating to the public about these practices. READ MORE

6. 5. When integrated Marketing Communication Leads to Brand Avoidance : A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Rodillas Rebecca; Bjärkvik Hanna; [2017]
   Keywords : Advertising; Anti-Consumption; Brand; Brand Avoidance Integrated Marketing Communication.;

   Abstract : Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now withstanding the influence of brands marketing activities. READ MORE