Essays about: "word of mouth WOM"
Showing result 16 - 20 of 52 essays containing the words word of mouth WOM.
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16. The consumer perspective on sustainable fashion: A quantitative study of Swedish consumers' perceptions of sustainable fashion and the effect of sustainable information on attitudes and intentions
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : The fashion industry is transforming towards more sustainable practices which requires that companies understand the consumer perspective. This quantitative study investigates what sustainable fashion means to Swedish consumers, and how sustainable information about a garment can affect consumers' attitudes, purchase intentions, and Word of Mouth intentions. READ MORE
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17. Challenging The Binary Conversation Around Hair Care: A quantitative study on how gender-neutral marketing can be used for gender-specific brands in the hair care industry.
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : The purpose of this thesis is to examine the effects of gender-neutral brand extensions for masculine and feminine brands by using gender-neutral marketing. We also provide a definition of gender-neutral marketing and put gender-neutrality in a brand extension context. READ MORE
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18. Managerial response to eWOM posted by consumers from different cultures : A case study of the hotel industry in northern Sweden
University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälleAbstract : Word of Mouth (WOM) is an ancient concept that has been around since the uprising of markets. However, due to the increased internet usage a new form of WOM has emerged called Electronic Word of Mouth (eWOM). The concept of eWOM takes form when consumers communicate with each other or a company online. READ MORE
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19. Words travel fast : A field study of communication in Ethiopia
University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)Abstract : The scarce internet access in Ethiopia puts heavy weight on traditional media and people to spread news and information. By testing if the marketing strategy Word of Mouth is applicable on informative content, rather than just brands and products, this thesis explore the motivation to spread news as well as how it is received by a non-internet using group. READ MORE
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20. To rent or not to rent? Investigating consumers’ willingness to rent casual wear by analysing its drivers
University essay from Göteborgs universitet/Graduate SchoolAbstract : Motivated by an ambition to contribute to the understanding of apparel consumer behaviour in an access economy, this paper aims at investigating consumers’ willingness to rent casual wear by analyzing its drivers. A research model was created, compounded of seven underlying factors which were hypothesized to have an impact on consumers’ willingness to rent casual wear; namely identity-signalling behaviour, environmental advantages, economic advantages, word of mouth, e-word of mouth, product criteria and service criteria. READ MORE
