Essays about: "emotions marketing"

Showing result 21 - 25 of 72 essays containing the words emotions marketing.

  1. 21. To dare or not to dare – taking a stand in marketing campaigns - How companies’ decisions to take a public standpoint in social issues affect consumers’ perceptions and behaviour

    University essay from Göteborgs universitet/Graduate School

    Author : Amanda Lindén; Rebecca Lindén Pagoldh; [2020-06-23]
    Keywords : Corporate social responsibility; CSR marketing; Social Marketing; Brand Activism; Gender equality; Millennials; Goodwash; Resistance;

    Abstract : Based on an interest to contribute to further understanding of the area of CSR marketing the purpose of this article is to explore the perceptions and effects of marketing where companies take a public standpoint in social issues. Through analysis of millennials’ perceptions and the outcomes of this type of marketing the study aims to increase the knowledge of how business as well as society are influenced. READ MORE

  3. 22. How Influencers Marketing Motivates Consumers’ Buying Behaviour : A focus group investigation of the impulse buying behaviour via Chinese millennials’ lens

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Gao Wangshu; Wang Guanhua; [2020]
    Keywords : ;

    Abstract : background:  Influencer marketing has become more and more popular nowadays. Companies collaborate with influencers to increase their popularity and hence, their market share. Instagram is one of the social media that influencers usually use. READ MORE

  4. 23. “Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Pernilla Lerberg; Kajsa Nilsson; [2020]
    Keywords : Consumer attitudes; brand rivalry; public conflict; buzz marketing; brand; word-of-mouth;

    Abstract : For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. READ MORE

  5. 24. Service Quality in the Eyes of Sporadic Spectators : A Quantitative Study for HV71 with a Modified Sportscape Framework

    University essay from Jönköping University/IHH, Marketing and Logistics

    Author : Zimon Karlsson; Gustav Carlsson; [2020]
    Keywords : service quality; sporadic spectator; spectator sport; total service quality; HV71; hockey; services; service dimensions; quantitative study; fans; service kvalité; åskådare; åskådarsport; HV71; hockey; tjänster; kvantitativ studie; fans;

    Abstract : Introduction: Sports consumption is a unique human experience in which consumers invest both money and emotions where the game becomes the main focus of the event and constitutes what is known to be a sporting event. Sports organizations are required to track how their service quality is perceived during these events in order to understand the values of their spectators and to evaluate levels of satisfaction. READ MORE

  6. 25. An explorative study on Chinese consumer’s perception and preference for the use of traditional Chinese cultural elements in marketing : - The role of nostalgia

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Jingyi Sun; Lu Huang; [2020]
    Keywords : Traditional Chinese Culture Elements TCCEs ; nostalgia formation; nostalgia preference; Chinese market.;

    Abstract : Aim: This study aims to explore the Chinese consumer's perception and preference for the use of traditional Chinese cultural elements (TCCEs) in marketing from two aspects: nostalgia formation and nostalgia preference. Methods: This study adopted the method of qualitative research. READ MORE