Essays about: "marketing methodology"

Showing result 1 - 5 of 533 essays containing the words marketing methodology.

1. 1. Swipe to buy? : Examining the influence of Instagram and TikTok onmillennials fast fashion purchases

   University essay from Stockholms universitet/Företagsekonomiska institutionen

   Author : Yahya Qayyum; Omar Wattar; Faisal Aljalab; [2024]
   Keywords : User-Generated Content; Millennials; Fast Fashion Industry; Ultra fast fashion; Digital Marketing; Consumer Behavior; Instagram; TikTok; Qualitative Research; Social Influence Theory; Buying Behavior Theory.;

   Abstract : This thesis explores the influence of User-Generated Content (UGC) on the purchasingdecisions of millennials in the fast fashion industry, particularly through the platformsInstagram and TikTok. The research delves into the transformation from offline to onlinemarketing within the fast fashion sector, examining both fast-fashion and ultra-fast fashion tounderstand UGC's impact on consumer behavior, including environmental and ethicalconcerns. READ MORE

3. 2. The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Camille Buob; Sebastian Franzén; [2023]
   Keywords : Business and Economics;

   Abstract : Title: The Great Brand Debate: An Analysis of Consumer Perceptions for Private Labels and National Brands Across Product Categories Date of the Seminar: 2nd June 2023 Course: BUSN39 – Degree in Global Marketing – Master Lever Authors: Camille Buob and Sebastian Franzén Supervisor: Burak Tunca Keywords: Product Category, Brand Type, Private Labels, National Brands, Consumer Perceptions Thesis Purpose: The aims of the thesis were (1) to investigate the effect of product categories on the perceptions of relative price, quality, risk, and value and (2) to test a moderation effect of brand types (Private Label or National Brand) on the relationships between the product category and the different perceptions. Methodology: A study was conducted with four different products that were representative of two different product categories - food and household, and within each product category different types of brands were selected - private label and national brand. READ MORE

4. 3. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felix Ellqvist; Niklas Kjellander; [2023]
   Keywords : Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

   Abstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE

5. 4. The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by the Management of a Retail Organization Through Rebranding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julie Melchior Eide; Henriette Grønlund Christensen; [2023]
   Keywords : Sustainability; corporate branding; corporate rebranding; internal corporate rebranding; strategy as practise; sustainable corporate brands; Business and Economics;

   Abstract : Title: The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by Management of a Retail Organization Through Rebranding Date of the Seminar: 2nd of June 2023 Course: BUSN39 Degree Project in Global Marketing Authors: Henriette Grønlund Christensen and Julie Melchior Eide Supervisor: Veronika Tarnovskaya Keywords: Sustainability, corporate branding, corporate rebranding, internal corporate rebranding, strategy as practise, sustainable corporate brands Purpose: The purpose of this thesis is to understand how a sustainable corporate brand is implemented by management of a retail organization through rebranding. Therefore, the thesis relates corporate rebranding to sustainability with the aim to understand the process from going from a corporate brand to a sustainable corporate brand. READ MORE

6. 5. Digital media use towards relationship initiation in marketing : A qualitative study of Swedish Micro-firms in a B2B context

   University essay from Umeå universitet/Företagsekonomi

   Author : Xian Li; [2023]
   Keywords : Keywords: Digital media; Relationship marketing; Business-to-Business marketing; Trust; Customer relationship initiation;

   Abstract : This thesis aims to explore what and how Swedish micro firms use digital media towards relationship initiation in a Business-to-Business (B2B) context. Digital media has been increasingly studied in marketing over time, but it has been predominated by Business-to- Customer (B2C) context, while the Business-to-Business context lacks attention, micro B2B firms even less in particular. READ MORE