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Found 5 essays matching the above criteria.

  1. 1. Does Culture Really Have a Role in Self-Construal?

    University essay from Göteborgs universitet/Institutionen för psykologi

    Author : Viktoria Zewaldi; [2022-10-12]
    Keywords : ;

    Abstract : Self-construal predicts how individuals view themselves in relation to others in their social context. Three possible self-construals (independent, interdependent and metapersonal) are discussed. READ MORE

  3. 2. 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. 3. Just Me, Myself and I? : The Cultural Impact of Self on Emotional Brand Attachment

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Daniel Alderstad; Jacob Berglund; [2016]
    Keywords : Self-congruence; Emotional Brand Attachment; Brand Personality; Self-Brand Connections; Self-Construal; Consumer Psychology; Cross-Cultural Psychology; Regulatory Focus Theory; Ought Self-congruence;

    Abstract : Emotional brand attachment has emerged as an important marketing concept that can strengthen a brand's performance. One way to create emotional bonds with consumers is to match the brand's personality with the consumer's self-concept (i.e. self-congruence). READ MORE

  5. 4. Influence of cultural differences on «the time versus money effect» : The case of Russia and Sweden.

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Tatiana Egorova; Daria Kolesnikova; [2016]
    Keywords : time-vs-money effect; consumer behavior; priming; product evaluations; self-construal;

    Abstract : The paper explores the manifestation of “the time vs. money effect” in the intercultural setting. “The time vs. money effect” reveals itself as the consequence of priming either time or money that results in shifting product attitudes expressed by consumers. READ MORE

  6. 5. WHO ARE THE INFLUENTIALS? THE RELATIONSHIP BETWEEN OPINION LEADERSHIP AND NEW PRODUCT ADOPTION

    University essay from Blekinge Tekniska Högskola/Institutionen för industriell ekonomi

    Author : Serdar OZKAN; Eda OKTEN; [2015]
    Keywords : New Product Adoption; Opinion Leadership; Innovativeness;

    Abstract : This study examines innovativeness and self-construal as antecedents to selfreported and sociometric opinion leadership, both of which may affect new product adoption. In addition, innovativeness is proposed to be associated with new product adoption. READ MORE