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Showing result 1 - 5 of 23 essays matching the above criteria.

1. 1. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Huihao Lu; Yating Zheng; [2023]
   Keywords : Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

   Abstract : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. READ MORE

3. 2. Bridging the Attitude-Behavior Gap : A case study for how an FMCG company may decrease the attitude-behavior gap

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Josefin Norstedt; Felix Sjölinder; [2021]
   Keywords : ;

   Abstract : Marketing has a vital role in encouraging sustainable consumption. The purpose of this study is to examine how a company’s holistic green marketing orientation affects the ability to decrease the attitude-behavior gap in the FMCG industry. The attitude-behavior gap is caused by different barriers consumers face in sustainable consumption. READ MORE

4. 3. Key success factors for turning a high technology startup into a commercial success: A case study of a semiconductor startup

   University essay from Lunds universitet/Produktionsekonomi

   Author : Gustav Christensen; Alexander Bengtsson; [2021]
   Keywords : High-technology; startups; market focus; technology focus; technological capabilities; commercialization; semiconductor; Technology and Engineering;

   Abstract : While there have been numerous research papers defining and discussing high technology startup success, there is a lack of unity what the recipe for success is. Due to lack of market orientation being one of the most common reasons for startup failure, combined with the essentiality of having a strong technology base in a high technology environment, there is an interest to study their intersection also due to confine previous research in this area. READ MORE

5. 4. How to be Perceived as a Sustainable Brand : Success Factors for Signaling Sustainability while Avoiding Greenwashing

   University essay from KTH/Skolan för industriell teknik och management (ITM)

   Author : Micaela Drugge; Emma Svensson; [2021]
   Keywords : Green Branding; Brand Strategy; Environmental Advertising; Sustainable Marketing Orientation; and Greenwashing;

   Abstract : Being perceived as a sustainable brand by customers is becoming increasingly more important for companies. This has resulted in that more companies are communicating what actions they take to be more sustainable. Companies also utilize symbol and labels to signal suitability on products and services. READ MORE

6. 5. Kartläggning av påverkande faktorer och förslag på åtgärder för att öka antalet kvinnor på Slottegymnasiets skogliga NB-program

   University essay from SLU/School for Forest Management

   Author : Sebastian Mångs; Erik Söderlund; [2019]
   Keywords : könsfördelning; gymnasieval; skogsbruk;

   Abstract : Forestry have in history been a strongly male dominated area and have continue to be so on till present times. Even though the forestry sector has faced progress and the number of women in forestry have increased over time, women still only make out about one sixth of the total workforce. READ MORE