Essays about: "involvement product categories"

Showing result 11 - 15 of 19 essays containing the words involvement product categories.

  1. 11. Idea generation in the fuzzy front-end of small entrepreneurial projects

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Amjed Al Mouaqet; Clément Rofidal; [2015]
    Keywords : fuzzy front-end; idea generation; small entrepreneurial project; source of ideas;

    Abstract : The success of the new product development (NPD) process is vital for the survival of projects. Especially for small entrepreneurial projects that try to survive in a very competitive environment, affected by constant market and technical changes. READ MORE

  3. 12. An Unexpected Tale - A study of incongruity effects on storytelling in advertising

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

    Author : Mathilda Eriksson; Kristin Hedlund; [2014]
    Keywords : Advertising Effectiveness; Storytelling; Incongruity; Branding;

    Abstract : This thesis investigates the effects brand incongruity has on advertising effectiveness for story-based communication. The role of ad-brand incongruity has been tested for argumentative advertising before. However, there still exist some knowledge gaps, one of them being how incongruity relates to corporate storytelling. READ MORE

  4. 13. From Mundane to Remarkable Consumption: The Transformation of Bottled Water

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Petya Valcheva; Alina Sofonova; [2012]
    Keywords : bottled water; transformation; mundane consumption; low involvement; cultural branding; remarkable consumption; Consumer Culture Theory; Business and Economics; Social Sciences;

    Abstract : The study investigates how the consumption of bulk commodities has transformed from mundane to remarkable and reveals how people, events, meanings and ideas from the past have affected this change in consumers’ attitude. The paper discusses how mundane products have become a center of consumer interest and provides theoretical explanation of the phenomenon. READ MORE

  5. 14. The Different Roles of Online Platforms - A Study of How Online Consumer Search Behaviour Varies Over the Consumer Decision Process

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

    Author : Emma Barrebo; Carl Edin; [2012]
    Keywords : online consumer search behaviour; online platforms; consumer decision process; involvement; search and experience goods;

    Abstract : Although online consumer behaviour is a popular topic in modern marketing research, little is known of how consumers practically use different Internet sources in decision-­- making. The purpose of this paper was to investigate if the consumer's choice of online sources of product information varies over the decision process. READ MORE

  6. 15. [en-geyj-muh nt] : How are Brands Engaging and Building Relationships with Fans and Customers in Social Media?

    University essay from Medier och kommunikation

    Author : Carole Ginman; [2011]
    Keywords : Brand Engagement; Social CRM; Relationship; Loyalty; Needs;

    Abstract : How much is a brand worth? Brand equity is a measurement that reflects brand valuation, and is built through a brand’s various products, actions and activities. According to the Consumer Based Brand Equity (CBBE) model, the epitome of equity is achieved when the brand and the people are in a relationship, when the brand resonates with people. READ MORE