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Showing result 1 - 5 of 16 essays matching the above criteria.
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1. Navigating the Evolving World of Fashion In-Game Advertising
University essay from Uppsala universitet/Medier och kommunikationAbstract : Abstract This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular. Purpose The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. READ MORE
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2. Indian consumers' Purchase Intentions and Behavior : A Qualitative study on sustainable second-hand fashion consumptions
University essay from Uppsala universitet/Institutionen för samhällsbyggnad och industriell teknikAbstract : Recent years have witnessed growing consumer interest in sustainable fashion and circular economy trends that focus on the make, use, and recycling. In several developed countries, consumers are more willing towards second-hand consumption. In India, the consumer attitude towards second-hand shopping has been slightly negative for several reasons. READ MORE
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3. Digitalising a Second-Chance of Fashion: An Empirical Study on What Drives Consumers to Repurchase Second-Hand Fashion on Peer-to-Peer Platforms
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The current study examines the association between seven variables: environmental sustainability, perceived functionality, social influence, price value, hedonic motivation, uniqueness, and technology habit with the purchase of second-hand clothing on peer-to-peer platforms on a regular basis. Theoretical perspective: Venkatesh, Thong and Xu’s (2012) Extended Unified Theory of Acceptance and Use of Technology was used. READ MORE
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4. Can we play our way to a more circular fashion world? : A quantitative study about the impact of gamification on consumer attitudes and intentions to use C2C apps
University essay from Umeå universitet/FöretagsekonomiAbstract : As new styles rapidly replace the old and garments are discarded, fast fashion and clothing consumption contribute to a serious and negative environmental impact. Previous research and fast fashion’s negative sustainability consequences all imply that a change is required. READ MORE
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5. Furniture rental – the new way to consume furniture? : Attitudes and intentions to choose furniture rental as an alternative consumption model
University essay from Jönköping University/Internationella HandelshögskolanAbstract : Background: Fast furniture is a growing trend similar to fast fashion and fast food, implying that manufacturers produce large quantities of inexpensive furniture. At the same time, consumers use the furniture shorter and replace it more frequently. READ MORE