Essays about: "thesis topic in marketing communication"

Showing result 1 - 5 of 31 essays containing the words thesis topic in marketing communication.

  1. 1. City branding used as an instrument for justifying the initiations of megaprojects : A master thesis of the topic city branding towards the megaprojects of Öresundsmetro and HH-tunnel

    University essay from Malmö universitet/Institutionen för Urbana Studier (US)

    Author : Marko Bergman; [2023]
    Keywords : city branding; city marketing; Öresundsmetro; HH-tunnel;

    Abstract : The purpose of this thesis is to investigate and understand how cities are using brandingefforts and strategies to further initiate projects of large scale. The study takes placewithin the cities of Malmö and Helsingborg that are both competing for gaining nationalsupport towards the initiation of megaprojects. READ MORE

  3. 2. What Happens When the Cookies Crumble? : A mixed-method approach to investigate Internet users’ perceptions towards the Cookieless Future

    University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Author : Anikó Ács; Jelia Agiden; [2023]
    Keywords : Third-party Cookies; Consumer Perspective; User Intention; Perception;

    Abstract : Purpose: The purpose of this study is to investigate and understand the consumer perspective and intentions toward the prospect of a future without third-party cookies.Design/Methodology/Approach: This thesis utilized a combination of exploratory and confirmatory research design. A mixed-method approach was used for the data collection. READ MORE

  4. 3. No more pink barbies? : Investigating customer acceptance towards gender neutral marketing initiatives

    University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Author : Alina Steindl; [2023]
    Keywords : Gender stereotypes; gender stereotypes in marketing; ethics in marketing; gender pay gap; gender inequality; gender neutral marketing; children’s toys;

    Abstract : Background: Marketing communication often uses gender-stereotyped messages to reach their target groups more effectively. Activities like this can have harmful consequences, especially when aimed towards children. Those effects have been found to also contribute to gender inequalities, among other aspects. READ MORE

  5. 4. Customer engagement within low involvement product categories - discovered

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Olivia Blomqvist; Joel Samuelsson; [2022]
    Keywords : Customer engagement; engagement; involvement product categories; involvement; consumer behavior; antecedents; marketing; brand community; brand equity.;

    Abstract : Customer engagement is a relatively new topic in research and due to its importance, it has recently received a lot of attention in both academia and practice. Although the attention, it still lacks knowledge regarding its components and driving factors. READ MORE

  6. 5. White Nicotine Pouches of Freedom?

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Malin Nilsson; Emmy Nordin; [2022]
    Keywords : Femvertising; Greenwashing; Healthwashing; Intention to Purchase; White Nicotine Pouches; Social Sciences;

    Abstract : In today’s digital climate, consumers are constantly exposed to marketing and communication from companies and organisations. The increase in marketing has subsequently led to the birth of new, and in some cases, misleading advertising strategies, such as Greenwashing and Healthwashing. READ MORE