Essays about: "consumer perception of H M"

Found 3 essays containing the words consumer perception of H M.

1. 1. Good Guy versus Bad Guy: How are Patagonia´s and H&M´s Green(wash)ing Strategies Perceived among Consumers?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sebastian Köhler; Lum Rexha; Pieter Christiaan Sturm; [2021]
   Keywords : Greenwashing; Green brand associations; Green brand image; Brand credibility; Green brand equity; Fashion industry; H M; Patagonia; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. READ MORE

3. 2. 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

4. 3. Luxury for the Masses : A Study of the H&M Luxury Collaborations with Focus on the Images of the Luxury Designer Brands

   University essay from Företagsekonomiska institutionen

   Author : Carole Ginman; Charlotte Lundell; Catherine Turek; [2010]
   Keywords : Luxury; Brands; Co-Branding; Associations; Consumer Behaviour;

   Abstract : A strong brand is important for all companies; however, it is imperative for the success of a luxury fashion house as the image is one of its core assets. As strategic alliances are increasing in popularity the effect they have on how customers look at the partner brands is both interesting for the general person, but also – and more importantly – vital knowledge for companies pondering such a strategic move. READ MORE