Essays about: "consumer culture"

Showing result 16 - 20 of 304 essays containing the words consumer culture.

1. 16. Time to Love: Romantic comedies and narratives of LOVE – from a Swedish context

   University essay from Göteborgs universitet/Institutionen för globala studier

   Author : Marianne Gabrielsson; [2022-08-23]
   Keywords : love; romcoms; masculine domination; doxa; embodiment; escapism;

   Abstract : This study explores the relation between love and romantic comedies, (aka romcoms), among people living in Sweden. Romcoms, being one of the most popular film genres ever, has often been subject to critique of not being serious enough and to derange people’s perceptions love. READ MORE

3. 17. Cultural Impact on Standardization/Adaptation of the Marketing Mix - A Qualitative Study on MNEs in the Sportswear Industry

   University essay from Göteborgs universitet/Graduate School

   Author : Matilda Arvidsson; Ruben Strandberg; [2022-07-05]
   Keywords : The Integration-Responsiveness Framework; Globalization; Localization; Standardization; Adaptation; Cultural Difference; Marketing Management; International Marketing;

   Abstract : In order for an international business to grow and secure competitive advantages, firms have to exploit and expand to new markets and pinpoint the importance of international marketing. Local market demand is highly related to cultural differences and consumer preferences which raises the dilemma whether firms should adapt their marketing mix to the new local market or use a cost-effective standardized model that is based on their host market. READ MORE

4. 18. Cross-Cultural communication in Ghana : Hofstede’s cultural dimensions impact Ghanaian’s purchase decision

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Issa Assi; [2022]
   Keywords : Ghana; Ghanian; Culture; Cultural; Cultural dimensions; Decision-making process; Cross-cultural Communication; Purchase decision;

   Abstract : Purpose: The article describes how cross-cultural communication might impact purchase decisions in the fourth stage of the decision-making process. It also examines how cultural value influences the Ghanaian consumer. The results and conclusions aim to help MNEs comprehend Ghanaian culture. READ MORE

5. 19. A Study on the Impact of Perceived Brand Globalness(PBG) on Purchase Intention : From the Perspective of Consumer Culture

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Junjie Gu; Shengming Qi; Yanchen Li; [2022]
   Keywords : perceived brand globalness; perceived functional benefits; perceived symbolic benefits; purchase intention;

   Abstract : Background: Globalization and the aggravation of world economic integration make lots of overseas enterprises enter the Chinese market and win the market share by integrating Chinese elements into their brand names, logos, advertisements, and products. Therefore, what should local brands do to gain market share? Purpose: The main purpose of this study is to investigate the different effects of local Chinese brands with global, foreign, or local elements on consumers' perceived brand globalness, perceived functional benefits, perceived symbolic benefits, and purchase intentions. READ MORE

6. 20. Brand Activism Scepticism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gal Dagan; Jessica van Zeijderveld; [2022]
   Keywords : Brand Activism; Brand Management; Consumer Perception; Consumer Validation; Branding; Business and Economics;

   Abstract : The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. READ MORE