Essays about: "effects of marketing communication"

Showing result 6 - 10 of 79 essays containing the words effects of marketing communication.

  1. 6. What Green Marketing Strategy to Use Prior To a Greenwashing Scandal?

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Ana Desnica; Sara Hawat; [2022]
    Keywords : Green marketing; Humble green marketing; Bragging green marketing; Greenwashing scandal; Effects of green marketing;

    Abstract : Despite the increase in green advertising in the past decade, the way these green messages are communicated and their efficacy when it comes to mitigating damages in case of a greenwashing scandal, is still an area that has not been well-researched. Thus, this paper aims to contribute to closing this research gap by investigating the impact of two different green marketing communication styles on consumers' brand attitude and purchase intention in the context of a greenwashing scandal while also considering the moderating effects of environmental concern and customer skepticism towards green marketing. READ MORE

  3. 7. Digitalt pass för en grönare modeindustri : en fallstudie av hur ett svenskt klädföretag kan nyttja digitaliseringen för att öka trovärdigheten

    University essay from SLU/Dept. of Economics

    Author : Beatrice Andersson; Carolina Cramner; [2022]
    Keywords : Fast fashion; Greenwashing; Grön marknadsföring; Produktpass; Trovärdighet;

    Abstract : Modeindustrin har en mycket negativ miljöpåverkan. Industrin är global och innebär ofta en komplex och en icke-transparent leverantörskedja med flera olika aktörer. Denna komplexitet och brist på transparens skapar en ohållbar modeindustri där konsumenten utesluts från viktig information för att kunna fatta ett hållbart köpbeslut. READ MORE

  4. 8. Are consumers habitual liars? A quantitative study of factors influencing swedish consumers' purchase intention for sustainable products

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Nellie Gunnarsson; Lovisa Hedvall Rosqvist; [2022]
    Keywords : Sustainability; Sustainable consumption; Theory of Planned Behavior; Attitude-behavior gap;

    Abstract : Overconsumption has become an increasing global challenge in the last decades, followed by an awareness of the need to change consumption behaviors to sustainable purchasing decisions. The purpose of this quantitative study is to create a better understanding of the drivers and their effects on sustainable purchasing behavior. READ MORE

  5. 9. White Nicotine Pouches of Freedom?

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Malin Nilsson; Emmy Nordin; [2022]
    Keywords : Femvertising; Greenwashing; Healthwashing; Intention to Purchase; White Nicotine Pouches; Social Sciences;

    Abstract : In today’s digital climate, consumers are constantly exposed to marketing and communication from companies and organisations. The increase in marketing has subsequently led to the birth of new, and in some cases, misleading advertising strategies, such as Greenwashing and Healthwashing. READ MORE

  6. 10. Can the choice of CSR activity hide your sins? CSR congruence effects on brand attitude of 'sin' firms.

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Felicia Eskils; Jennifer Gagner-Geeber; [2022]
    Keywords : CSR; Brand attitude; Sin industries; Defense industries; Congruence;

    Abstract : Corporate social responsibility and its impact on brand attitude have during the past years witnessed extensive research. However, research on CSR and its implications within sin industries has been sparsely conducted. Simultaneously, CSR is becoming a more widely used corporate tool within firms operating in such industries. READ MORE