Essays about: "studies on female consumer"

Showing result 1 - 5 of 23 essays containing the words studies on female consumer.

  1. 1. Time to Love: Romantic comedies and narratives of LOVE – from a Swedish context

    University essay from Göteborgs universitet/Institutionen för globala studier

    Author : Marianne Gabrielsson; [2022-08-23]
    Keywords : love; romcoms; masculine domination; doxa; embodiment; escapism;

    Abstract : This study explores the relation between love and romantic comedies, (aka romcoms), among people living in Sweden. Romcoms, being one of the most popular film genres ever, has often been subject to critique of not being serious enough and to derange people’s perceptions love. READ MORE

  3. 2. How does marketing body positivity influence online purchasing behavior? : A study on Swedish female underwear apparel consumers.

    University essay from

    Author : Andreea Tiron; Nouran Elsharabasy; [2022]
    Keywords : consumer behavior; underwear apparel; body positivity; body positivity marketing; body image; online marketing; purchase intention;

    Abstract : Background:  Body positivity promotion has recently received great attention, both from companies as well as from consumers. The responsibility of companies to promote a healthy body image and be inclusive of all people through their marketing activities is increasing, as the body positivity movement on social media has started to expand and change consumer demands for underwear apparel. READ MORE

  4. 3. Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? : A mono-method qualitative study

    University essay from Umeå universitet/Företagsekonomi

    Author : Margot Descouens; Valentine Gerbault; [2021]
    Keywords : femvertising; social brand activism; purplewashing; Generation Y; social media; Instagram; cosmetics industry;

    Abstract : In recent years, femvertising has become a new issue of interest for companies, specifically in areas targeting women. Indeed, some companies in the cosmetics industry, such as Dove - a pioneer in the field - have been addressing the representation of women in advertising by tackling issues of equality, inclusiveness, and self-acceptance. READ MORE

  5. 4. Hej or Nej? : An exploration of Swedish consumer value perceptions of female gaming organizations

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Natalie Wawczak; [2021]
    Keywords : gaming; gender; toxic masculinity; female organizations; consumer value perceptions;

    Abstract : Background: Gaming has emerged from a niche industry to a major global player making billions of dollars in revenue year after year. Many companies and industries alike are taking note of the increasing prominence and investing into the market. READ MORE

  6. 5. LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Cilla Palmroos; Samuel Bengtsson; [2021]
    Keywords : Brand Gender; Brand Love; Gender Congruence; Snus;

    Abstract : Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. READ MORE