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Glynn, Mark Selwyn. "The role of brands in manufacturer-reseller relationships." Thesis, University of Auckland, 2004. http://wwwlib.umi.com/dissertations/fullcit/3156559.
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The focus of this research is on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the increasing influence of resellers within channels of distribution. Much of the branding research has emphasised a customer brand knowledge perspective, however emerging perspectives suggest that brands are also relevant to other stakeholders including resellers. In contrast channels research has recognised the manufacturer sources of market power, but has not considered the impact of manufacturer 'push and pull' strategies within channels. A comprehensive theoretical framework therefore did not exist that addressed the reseller perspective of the brand. As a result, a multi-method research design was adopted and consisted of two phases. The first phase involved in-depth interviews, from which a conceptual framework was developed. In the second phase this framework was tested by means of a survey of supermarket buyers on major and minor brands in several product categories. Structural equation modelling was used to analyse the survey responses. The structural model showed very good fit to the data and good construct validity, reliability and stability. Brands have several sources of value to resellers including manufacturer support, brand preference and customer demand which influence the reseller satisfaction with the brand. Reseller satisfaction in turn influences other channel outcomes such as trust, commitment and performance. Minor brands are better able to influence trust and commitment than major brands. A key contribution of this research is the development of a validated conceptual framework on the value of the brand in inter-organisational relationships from the point of view of a reseller. This research shows that it is the resources associated with the brand, not just the brand itself that creates value for resellers in channel relationships.
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Benson-Rea, Maureen. "Network strategy in the New Zealand wine industry : how firms in an industry understand and use their business relationships." Thesis, University of Auckland, 2005. http://hdl.handle.net/2292/105.
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Network strategy in the New Zealand wine industry: how firms in an industry understand and use their business relationshipsThis theory-building study offers new theoretical explanations for how and why companies within a case industry use relationships in their strategies. Using qualitative data from multiple case studies within the New Zealand wine industry, the thesis captures and explains the strategic heterogeneity of diverse patterns of relationships and network interactions and how these are used strategically. Drawing on strategic management and business network theory, it emphasises how firms value their relationships in strategy, that is, how they contribute to strategy formation process and realisation outcomes. The study builds new interpretations and extends theory through in-depth exploration, providing two extensive typologies of relationships, one categorised according to the range of relationships, their functions, content and contribution to strategy, and another according to strategies and how relationships are used in their realisation. A model of relationship drivers in strategy is then developed, tested, and refined to show the purposes and outcomes of relationships and clarify the processes and conditions under which they arise and are used within an industry. The data support converging assumptions in strategic management and business network theory on the connectedness of firms in business relationships and the embeddedness of economic action in ongoing ties within social structures. Concepts of intentionality and emergence are used to show that emergence primarily arises out of intentionality.Understanding of relationships was based on the historically collective nature of the industry, on personal values, experience or approaches to relationships, on firm level strategy, especially decisions around grow, buy or connect options, and whether the firm aimed to control resources and activities internally or used relationships to achieve strategic goals. Firms focused on (in order of priority): resource-based input requirements, activity-based capability related strategies and actor-based values and these inputs operated at three levels which, singly or in combination, drove the diverse use of relationships: firm level strategy influences, relationship level influences and industry environment level influences. Two frameworks emerge which have strong explanatory power. One models how firms understanding and value placed on relationships is integrated into strategy processes. Another integrates concepts in a new way to show the main pathways through ways of understanding relationship development and use in strategy.
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Ho, George. "Globalisation and translation: Towards a paradigm shift in translation studies." Thesis, University of Auckland, 2004. http://wwwlib.umi.com/dissertations/fullcit/3173563.
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Guided by Thomas Kuhn's theory about paradigm shift advanced in The Structure of Scientific Revolutions and Mao Tsetung's theory of “the new superseding the old”, this thesis briefly examines the history of translation both in the West and in China and observes three paradigm shifts in each territory. The analyses reveal that paradigm shifts in translation theory occur when the changes in the social, economic, cultural and religious environments lead to significant changes in the practice of translation and that these changes then can no longer be adequately theorised by the old paradigms of translation. This study then critically reviews current literature on globalisation and translation and attributes its lack of depth in theorisation or some of its misleading predictions to certain scholars' inadequate investigation of the phenomenon of globalisation. In order to provide an adequate interpretation, description, explanation and prediction of the impact of globalisation on the theory and practice of translation, I investigate five aspects of globalisation and their respective impact on translation practice and find that globalisation has changed the mainstream of translation practice from canonical translation to professional (i.e., non-canonical) translation. The findings of the research demonstrate that traditional translation theories based on comparative literary study or on linguistics fail to provide an objective and comprehensive theoretical framework for the mainstream practice of translation. Therefore, it is justifiable to posit a paradigm shift in Translation Studies from canonical translation to professional translation so as to meet the demand of and challenges for the translation profession and business under the impact of globalisation. As an initiation towards the establishment of a new paradigm, I posit a “value-driven” theory based on recent developments in researches on the global economy to distinguish between canonical and professional translations. Influenced by theories of the knowledge-driven economy, I further propose to establish a force of translators as knowledge workers to better serve the demand of the global economy and the global community. To follow the principle of empiricism, I use several case studies from the real world of commercial translation to support my “value-driven” theory for Translation Studies.<br>Subscription resource available via Digital Dissertations only.
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Han, Heesup. "The impact of emotion on the formation of customers' repeat visit intentions in the lodging industry." Thesis, Manhattan, Kan. : Kansas State University, 2005. http://hdl.handle.net/2097/67.
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Singi, Reddy Dinesh Reddy. "Comparative text summarization of product reviews." Thesis, Kansas State University, 2010. http://hdl.handle.net/2097/7031.
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Master of Science<br>Department of Computing and Information Sciences<br>William H. Hsu<br>This thesis presents an approach towards summarizing product reviews using comparative sentences by sentiment analysis. Specifically, we consider the problem of extracting and scoring features from natural language text for qualitative reviews in a particular domain. When shopping for a product, customers do not find sufficient time to learn about all products on the market. Similarly, manufacturers do not have proper written sources from which to learn about customer opinions. The only available techniques involve gathering customer opinions, often in text form, from e-commerce and social networking web sites and analyzing them, which is a costly and time-consuming process.
In this work I address these issues by applying sentiment analysis, an automated method of finding the opinion stated by an author about some entity in a text document. Here I first gather information about smart phones from many e-commerce web sites. I then present a method to differentiate comparative sentences from normal sentences, form feature sets for each domain, and assign a numerical score to each feature of a product and a weight coefficient obtained by statistical machine learning, to be used as a weight for that feature in ranking various products by linear combinations of their weighted feature scores. In this thesis I also explain what role comparative sentences play in summarizing the product. In order to find the polarity of each feature a statistical algorithm is defined using a small-to-medium sized data set. Then I present my experimental environment and results, and conclude with a review of claims and hypotheses stated at the outset. The approach specified in this thesis is evaluated using manual annotated trained data and also using data from domain experts. I also demonstrate empirically how different algorithms on this summarization can be derived from the technique provided by an annotator. Finally, I review diversified options for customers such as providing alternate products for each feature, top features of a product, and overall rankings for products.
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Asperin, Amelia Estepa. "Exploring brand personality congruence : measurement and application in the casual dining restaurant industry." Diss., Manhattan, Kan. : Kansas State University, 2007. http://hdl.handle.net/2097/395.
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Hilgenkamp, Heather. "Brand equity : Does the brand name and/or price affect perceptions of quality?" Thesis, Manhattan, Kan. : Kansas State University, 2009. http://hdl.handle.net/2097/1804.
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Han, Heesup. "Restaurant customers' emotional experiences and perceived switching barriers : a full-service restaurant setting." Diss., Manhattan, Kan. : Kansas State University, 2007. http://hdl.handle.net/2097/438.
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Crow, Janis J. "Examining cognitive processes of unstructured decision making." Diss., Manhattan, Kan. : Kansas State University, 2006. http://hdl.handle.net/2097/250.
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Ploeger, Dustin. "Growing the footprint of traditional grain origination." Thesis, Kansas State University, 2010. http://hdl.handle.net/2097/7024.
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Master of Agribusiness<br>Department of Agricultural Economics<br>Allen M. Featherstone<br>This thesis focuses on the rapid growth of new generation contracts used by grain producers. Specifically, the research studies a potential customer base of producers not using Cargill’s new generation contracts. A survey was conducted to uncover possible customer demand for Cargill’s marketing solutions. Those surveyed do not have the opportunity to use these solutions because their operations typically lay outside the footprint of existing Cargill grain facilities. With Cargill’s Flex Delivery Program, sales professionals have the ability to sell grain marketing solutions, like new generation contracts, to farming operations outside of existing asset footprints.
From the experiences of current sales professionals offering new generation contracts via Cargill’s Flex Delivery Program, the author hypothesized that there are three primary variables influencing the likelihood of a customer finding value in the Flex Delivery Program. The size of farming operation, the number of facilities they deliver grain to and the importance they place on forward marketing are critical components to determining if a farming operation may market grain through Cargill’s Flex Delivery Program using a new generation contract. The survey results revealed the percentage of the sample population fit the criteria of a Flex Delivery candidate. The survey questions were also designed to uncover farmer demographics, current marketing styles, competition, and, in general, provide good background information useful for making follow-up sales calls on those selected to survey. The results show roughly a third of those surveyed are Flex Delivery candidates.
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Chess, Sarah. "Competitive edge : cattle marketing for the 21st century." Thesis, Manhattan, Kan. : Kansas State University, 2008. http://hdl.handle.net/2097/1053.
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Hustvedt, Gwendolyn. "Consumer preferences for blended organic cotton apparel." Diss., Manhattan, Kan. : Kansas State University, 2006. http://hdl.handle.net/2097/150.
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Lee, Jin-Soo. "The effect of conference brand knowledge on attendee behaviors." Diss., Manhattan, Kan. : Kansas State University, 2006. http://hdl.handle.net/2097/218.
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Boswell, Marsha. "Determining effective communication strategies for Kansas wheat producers to improve willingness to pay for services." Thesis, Manhattan, Kan. : Kansas State University, 2008. http://hdl.handle.net/2097/810.
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Kim, Wansoo. "Customer share of visits to full-service restaurants in response to perceived value and contingency variables." Diss., Manhattan, Kan. : Kansas State University, 2009. http://hdl.handle.net/2097/1365.
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Foko, Emmanuel. "Transforming mature industries into growth industries : the case of US peanuts." Thesis, Manhattan, Kan. : Kansas State University, 2008. http://hdl.handle.net/2097/809.
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Phillips, WooMi Jo. "Senior casino motivation and gaming intention : an extended theory of planned behavior model." Diss., Manhattan, Kan. : Kansas State University, 2009. http://hdl.handle.net/2097/1124.
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Thompson, Kelly R. "The millennial generation and wine purchasing beliefs in casual dining restaurants." Diss., Kansas State University, 2010. http://hdl.handle.net/2097/4636.
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Doctor of Philosophy<br>Department of Hospitality Management and Dietetics<br>Elizabeth B. Barrett<br>The primary purposes of this research were to 1) use the Theory of Planned Behavior (TPB)to assess Millennial generation wine consumers attitudes, perceived behavioral controls, and subjective norms related to purchasing wine in casual dining restaurants (CDR), and 2) use Conjoint Analysis (CA) to analyze Millennials’ preferences for wine information on the restaurant menu. An instrument was designed based on the TPB and CA and was sent online to 216 consumers using the database of a market research firm (e-rewards).
Independent variables (attitude, perceived behavioral control, and subjective norms) were analyzed to predict behavioral intentions to purchase wine. Principal component analysis was combined with multiple linear regression to assess intention. Results identified attitudes and subjective norms as being significant in predicting behavioral intention, perceived behavioral controls was partially significant. Millennial’s believe ordering wine with their friends and family in casual dining restaurants will make them feel smart and sophisticated and will increase the enjoyment of food. However, they do not believe wine consumption is appropriate in CDR’s; they had strong perceptions that wine is purchased for special occasions and consumed in fine dining restaurants.
Part II of the study employed conjoint analysis to determine Millennials preferences for wine information on the menu. Results indicated that Millennials prefer menus that provide wine/food pairing information, wine flavor descriptors located near food listings and quality wines at an affordable price.
Millennials attitudes, subjective norms, and perceived behavioral controls support previous research that this generation is interested in wine and wine is a social experience that increases their enjoyment of food and time spent with their friends and family. Through the use of CA, the present study suggests wine information on the menu is important to this segment of consumers. Additional research should be conducted to understand the stereotypes this generation has about wine consumption in casual dining restaurants. These operators and owners should consider focusing their marketing efforts showing Millennials enjoying wine while celebrating special occasions with their friends and family. In addition, redeveloping menus in their operations to add wine information may increase interest in wine and generate profit.
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Retiveau, Annlyse. "Individual differences and the perception of complex scents." Diss., Manhattan, Kan. : Kansas State University, 2004. http://hdl.handle.net/2097/27.
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Roehm, Harper. "Persuasion and the new media : interactive marketing communications and attitude change processes." Connect to resource, 1999. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1261236409.
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Månsson, Sara, and Gustav Björling. "Implementation and Perception of Modern Marketing : A qualitative study on Storytelling, Brand Identification, and Content Marketing used and perceived in a marketing perspective." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-137435.
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Ahlberg, Jakob. "Successful Methods of Viral Marketing." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39843.
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Brown, Kay Olsen 1960. "Marketing for the architectural profession: Applying marketing principles to the business of architecture." Thesis, The University of Arizona, 1990. http://hdl.handle.net/10150/291849.
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There are critics who argue that marketing processes when applied to the practice of architecture encourage architects to compromise design excellence by giving into clients desires and discarding architectural values. But there are also supporters who see marketing as a process by which better buildings are generated and clients are subsequently more satisfied with the product, as well as the service. Marketing is a management tool. It was developed to help organizations respond to the forces that affect business operations. Nearly 30 years after the introduction of marketing concept few architecture firms fully understand the benefits marketing can afford the profession. This paper is intended to identify the complexities and uniqueness of marketing architectural services. The goal is to generate an understanding of what marketing is, what it is not, and how it applied to the practice of architecture.
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Reilly, Timothy M. "An attribution theory model of consumer behavior in times of marketing crisis." Thesis, The University of Nebraska - Lincoln, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3637691.
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<p> In the course of doing business in the modern world organizations often find themselves involved in negative situations which can only be categorized as crises. These crises have a wide variety of causes and often result in negative outcomes for the organizations involved. While crises have been studied from an organizational view, this research investigates the consumer's experience when exposed to a crisis. To do this, the current literature on marketing crises is expanded upon to create a definition of marketing crisis, and the theoretical lens of attribution theory is applied to identify why individual consumers may respond quite differently to the same marketing crisis. The three specific research questions investigated are: 1) How do consumers make causal attributions about marketing crises? 2) What factors influence how consumers make those attributions about marketing crises?, and 3) What are the consequences of causal attributions about marketing crises? These questions are tested with an experimental design manipulating exposure to a marketing crisis and measuring antecedents, causal attribution, and consequences associated with an attribution theory model of crisis perception. A major finding of this research is that the cause of the crisis matters to consumers, and that the perception of cause can vary greatly among consumers. Specifically, and counter-intuitively, this research suggests that consumers who are actually customers of organizations affected by the crisis may have a less dramatic response to a negative development than consumers who are less involved and more psychologically distant.</p>
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Angard, Seeta R. "The multidimensionality of trust in relationship marketing." Honors in the Major Thesis, University of Central Florida, 2001. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/213.
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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information.<br>Bachelors<br>Business Administration<br>Marketing
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Kolsarici, Nalca Ceren. "Flexible models of integrated marketing communication effects." Thesis, McGill University, 2009. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=66860.
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This thesis comprises three essays and investigates complex effects of integrated marketing communications, using advanced statistical and econometric models. The first essay focuses on the measurement of complex multi-media communications effects such as thresholds, saturation levels and cross-media synergies. We use, MARS, a non-parametric regression method based on multivariate adaptive splines, and show that it, successfully trading-off the bias reduction and variance increase, performs superior to parametric and non-parametric benchmarks in model fit and predictive validity. The results provide compelling evidence to one or more threshold points, saturation levels, early saturation for newspaper advertisements and support for possible supersaturation for certain media. Moreover, we quantify the observed threshold and saturation levels using non-parametric derivatives and find that majority of the media perform in inefficient spending ranges. The second essay examines the dynamic effects of direct-to-consumer advertising (DTCA) in a market where regulations impose restrictions on the type and content of prescription pharmaceutical advertising. We identify three research questions that should be of great managerial interest: Whether DTCA is a reasonable option to choose under these regulations. If so, which type of DTCA is more effective, and when? We pursue these questions by examining data on new and refill prescriptions for a novel pharmaceutical through the implementation of an Augmented Kalman Filter with continuous state and discrete observations (AKF(C-D)). Our findings suggest the presence of complex DTCA dynamics for the two types of regulation-induced advertising messages. We discuss implications and provide extensive validation tests that confirm the superiority of our modeling approach. The final essay investigates the influence of market heterogeneity on the consumer and physician directe<br>Cette thèse comprend trois essais et examine les effets complexes des communications marketing intégrées, utilisant des modèles statistiques et économétriques avancés. Le premier essai se concentre sur la mesure des effets complexes des communications multimédia comme les seuils minimums, les niveaux de saturation et les synergies des médias croisés. Nous utilisons, MARS, une méthode de régression non paramétrique basée sur des courbes adaptatives multivariables, et ce qui démontre qu'équilibrant avec succès la réduction de l'erreur moyenne et de l'écart de l'augmentation, MARS s'exécute mieux aux points de référence paramétriques et non paramétriques dans l'ajustement du modèle et la validité prédictive. Les résultats fournissent la preuve irréfutable d'un ou plusieurs points de seuil minimum, de niveaux de saturation, de la saturation précoce pour les publicités dans la presse écrite et d'un appui pour une possible sursaturation de certains médias. De plus, nous évaluons quantitativement le seuil observé et les niveaux de saturation en utilisant des dérivés non paramétriques et constatons que la majorité des médias s'exécute dans des gammes de dépenses inefficaces.Le deuxième essai examine les effets dynamiques de la publicité directe au consommateur (DTCA) dans un marché où les règlements imposent des restrictions sur le type et le contenu de la publicité pour les prescriptions pharmaceutiques. Nous identifions trois questions de recherche qui devraient être de grand intérêt en gestion, c'est-à-dire : Si la DTCA est une option raisonnable à choisir conformément à ces règlements ? S'il en est ainsi, quel type de DTCA est le plus efficace et quand ? Nous poursuivons ces questions en examinant des données sur les nouvelles prescriptions et les renouvellements de prescriptions pour un nouveau médicament par la mise en oeuvre d'un Filtre Kalman Augm
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Wärja, Izabelle, and Felicia Kyrk. "INFLUENCER MARKETING-INLÄGGS PÅVERKAN PÅ FÖLJARES KÖPINTENTIONER." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-150079.
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Till följd av skiftet inom marknadsföringsarenan, som har inneburit att företag rör sig från att kommunicera via traditionella marknadsföringskanaler till att lägga allt större fokus på marknadsföringen via sociala medier, har Influencer Marketingblivit allt mer populariserat. Denna typ av marknadsföring grundar sig i att företag samarbetar med nyckelpersoner, så kallade influensers, med hög status som sprider företagets produkter eller tjänster via sina kanaler som Instagramoch Facebook. Trots att Influencer Marketingär ett relativt nytt begrepp har den grundläggande betydelsen “någon som påverkar andra” återfunnits historiskt genom så kallade opinionsledare. Inom området för Influencer Marketingidentifierades ett gap vilket grundas i att undersöka en influensers sanna påverkan på konsumentens köpbeslut. Innevarande studie har sin utgångspunkt i ovan nämnda forskningsgap där frågeställningen formulerades till hur följaresköpintentionerpåverkas av ett Influencer Marketing-inläggpå Instagram. För att generera en djupare förståelse formulerades syftet till att identifiera dimensioner i ett Influencer Marketing-inläggpå Instagramsom möjliggör och/eller begränsar köpintentionernahos följaresamt förstå varför följareupplever att dimensionerna möjliggör och/eller begränsar köpintentionerna. Anledningen till att köpintentionernaundersöks och inte köpbeslutet beror på tidigare forskning som belyser att det kan vara problematiskt såväl som svårt att studera faktiska köpbeslut.För att besvara frågeställning och uppnå syfte genomfördes nio semistrukturerade intervjuer. Inför dessa intervjuer undersöktes den existerande litteraturen inom området för InfluencerMarketing,opinionsledare, sociala mediersamt konsumentbeteende för att konstruera en modell som antogs beskriva hur olika delar av ett Influencer Marketing-inläggkunde tänkas möjliggöra och begränsa följaresköpintentioner. Den existerande litteraturenanvändes även som utgångspunkt för konstruktionen av intervjuguiden, empirisammanställningen samt analyseringen av materialet. Efter insamlandet av datan reviderades den modell som konstruerades för att på ett bättre sätt förklara de dimensioner som möjliggör eller begränsar följares köpintentioneri ett Instagramkontext. Resultatet tyder på att följarespreferenser är direkt avgörande för den påverkan influensershar påsinaföljare. Vidare urskildes en rad olika dimensioner beträffande bilden och texten vilka tillsammans utgör ett inlägg samt influensers karaktärsdrag som uppfattas möjliggöra eller begränsa köpintentionerna. Teoretiskt sett bidrar studien till en ökad förståelse för hur följarepåverkas av ett Influencer Marketing-inlägg. I ett praktiskt sammanhang kan denna modell underlätta framtida samarbeten för både företag och influensers för att möjligen nå fram till följarepå ett framgångsrikt sätt.
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Zhang, Lingling. "Essays on Online and Multi-Channel Marketing." Thesis, Harvard University, 2016. http://nrs.harvard.edu/urn-3:HUL.InstRepos:32744402.
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Firms increasingly adopt online and multi-channel marketing strategies to reach and persuade consumers. Therefore, designing an effective marketing mix is critical to their success. The aim of my dissertation is to understand the strategy behind firms’ channel choices and assess marketing effectiveness. It consists of three large-scale empirical studies examining several important aspects of online and multi-channel marketing.
My first essay focuses on the business-to-business (B2B) interactions involving online platforms, which serve as new channels for traditional merchants to reach consumers and grow business. Using data from the daily deal market, we specify a structural model that examines consumer choices on the demand side and firm strategies on the supply side. In particular, we incorporate merchant heterogeneity and allow prices to be jointly determined by merchants and platforms through negotiation; both of these match the real-world complexity but are challenging to be modeled theoretically. Our results show how platform size, commission rate, and the allocation of price-bargaining power jointly determine the price setting and the platform differentiation among merchants.
Essay two studies to what extent marketers’ actions can affect the reach of video advertising campaigns through influencing the amount of user-generated content. To do so, we compile a unique and comprehensive data set on ad campaigns conducted on video sharing sites such as YouTube. We find that several instruments under the control of advertisers can influence how much the reach of a campaign benefits from user-generated content. Our results underscore that, with the right strategy, advertisers can substantially increase the number of impressions that their online video campaigns yield.
Essay three assesses the effect of advertising and personal selling in the U.S. presidential elections, where advertising involves both candidate campaign ads and those sponsored by outside political interest groups and personal selling takes the form of field operations. We set up a structural model that treats campaign allocation as endogenous and also allows the campaign effect to vary across individuals. Among the many findings, we show that field operations are more effective for partisan voters whereas candidate campaign ads are effective for non-partisans. Interestingly, ads from outside political groups are more effective for partisans than for non-partisans. Our counterfactual results indicate that field operations play a critical role in the 2008 and 2012 elections while the importance of ads is only substantial in a close competition like the 2004 election.
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Fisher, Joseph Gerald. "The allocation mechanism of audits : an experimental approach." Connect to resource, 1987. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1269521258.
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Koh, Victor A. T. "Cultural Expectations for International Marketing and Business in the People's Republic of China." The Ohio State University, 1986. http://rave.ohiolink.edu/etdc/view?acc_num=osu1392812303.
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Murthy, Nagesh Narasimha. "The manufacturing, marketing, and design interface : implications for manufacturing planning and control in an assemble-to-order environment." Connect to resource, 1997. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1261400836.
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Lund, Malin, and Hanna Sieverthson. "Value co-creation through content marketing : a business to business perspective." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12681.
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The age of traditional marketing is beginning to end and the digital revolution will continueits journey. Today, most companies meet their business customers for the first time in a digitalenvironment and decision-makers stay longer more frequently in the digital world beforeinitiating contact with a company. Many argue that companies need to connect, collaborateand co-create with others to be able to succeed. Content marketing and value co-creation arejust some of the methodologies companies could adopt in order to succeed. Previous researchhas investigated value co-creation and partly content marketing, but these combined areashave not been previously researched together. Especially not from a business to businessperspective which this thesis has conducted. This study was initiated based on previousresearch, where a gap was found regarding these subjects. Therefore, the aim of this researchwas to study how value co-creation can be achieved through content marketing, from anenterprise perspective.This research was constructed by performing a multiple-case study on two Swedishcompanies, with two employees on each company. The data collection resulted in valuableinsights regarding the process of value co-creation and content marketing. The theoretical andempirical findings include similar views of the research areas, which are further presented inthe discussion chapter where the DARTT model has been used as a tool. Additionally, thisstudy proves it is possible to co-create value with a business's customers through contentmarketing and it also presents a general suggestion of how it can be achieved. Lastly, we hopeour thesis has the potential of acting as a base for further research, such as exploring the mosteffective digital platforms within content marketing from a business to business perspective,since it was not the purpose of this study to present that kind of insight.<br>Den digitala revolutionen kommer att fortsätta påverka dagens marknadsföring och dentraditionell marknadsföringen börjar att hamna i skymundan för de nya trenderna. Mångaföretag möter idag sina företagskunder för första gången i en digital miljö och flerbeslutsfattare än någonsin stannar kvar i den digitala världen innan de initierar kontakt medett företag. Många argumenterar även för att företag ska sammarbeta och samskapa med andraparter för att kunna nå framgång. Innehållsmarknadsföring och samskapande av värde ärnågra metodiker som företag kan anta för att kunna lyckas fortsätta attrahera kunder i endigital miljö. Tidigare forskning har undersökt samskapande av värde och även till viss delinnehållsmarknadsföring, men dessa områden har inte tidigare blivit undersökta tillsammans.Speciellt inte från ett business to business perspektiv som denna uppsats innehar. Dennastudie initierades på grund av tidigare forskningen, där ett gap hittades mellan dessa områden.Syftet med denna forskning är att studera hur samskapande av värde tillsammans med kundenkan bli utfört genom innehållsmarknadsföring, från ett företagsperspektiv.Denna studien är utförd med hjälp av en multipel fallstudie på två svenska företag, där tvåanställda har intervjuats på varje företag. Datainsamlingen resulterade i relevant insikt inomföretagens processer angående samskapande av värde och framtida kampanjer inominnehållsmarknadsföring. Både tidigare forskning och empirin inkluderar liknande perspektivinom forskningsområdena, vilket är presenterat i diskussionskapitlet där DARTT modellenhar används som ett verktyg. Denna studien bevisar att det är möjligt för ett företag attsamskapa värde med kunder genom innehållsmarknadsföring och den presenterar även ettgenerellt förslag på hur detta kan bli utfört. Slutligen hoppas vi att vår avhandling harmöjlighet att stå till grund för vidare forskning, exempelvis gällande vilka digitala plattformarsom är de mest effektiva i innehållsmarknadsföring från ett business to business perspektiv,eftersom detta inte var syftet med vår studie.
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Mons, Alizée Zelinda Bernardette. "¿Cómo la empresa Bimbo puede mejorar en marketing digital?" Thesis, Universidad de las Américas Puebla, 2011. http://catarina.udlap.mx/u_dl_a/tales/documentos/bce/mons_az/.
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Mishra, Saurabh. "Two essays on post-acquisition performance a marketing perspective /." [Bloomington, Ind.] : Indiana University, 2006. http://wwwlib.umi.com/dissertations/fullcit/3210044.
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Thesis (Ph.D.)--Indiana University, Kelly School of Business, 2006.<br>Source: Dissertation Abstracts International, Volume: 67-03, Section: A, page: 1014. Advisers: Franklin Acito; Rebecca Slotegraaf. "Title from dissertation home page (viewed March 16, 2007)."
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Daemi, Zohreh. "Effective Internet Marketing Strategies for Online Fashion Jewelry Businesses." Thesis, Walden University, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=13425342.
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<p> Small business owners who fail to apply effective Internet marketing strategies could negatively affect customers’ purchasing decisions, and business profitability and sustainability. The purpose of this multiple case study was to explore effective Internet marketing strategies online fashion jewelry business owners used to maintain or increase profit levels. Competitive advantage theory was the conceptual framework for the study. Data were collected via semistructured interviews with 3 online fashion jewelry business owners located in the northeastern region of the United States who were in the same business for more than 5 years and generated at least $100,000 in annual revenue. Additionally, data were collected with a review of company documents pertaining to the profit levels of the businesses. Data were analyzed using word frequency and coding to determine themes. Six key themes emerged from the data: (a) Internet marketing strategies, (b) social media marketing strategies, (c) market research and retargeting strategies, (d) brand building strategies, (e) e-mail marketing strategies, and (f) marketing strategies for customer relationship management. The implications of this study for positive social change include the potential to create jobs and economic growth. The findings of this study could increase the quality of life for stay-at-home parents or assist disadvantaged individuals who host online businesses by offering proven Internet marketing strategies to increase their business longevity, profitability, and potentially lead to stronger and safer communities.</p><p>
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Mujezinović, Lejla, and Alva Laurén. ""Sharing is caring" : Kundengagemang som mål med content marketing." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-19889.
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Digitaliseringen har gjort att den traditionella marknadsföringen börjat tappa sin effekt och digital marknadsföring som det trendiga marknadsföringskonceptet content marketing har vuxit sig starkare. Trots att content marketing inte längre är ett nytt fenomen saknas det en enhetlighet från forskares definition av konceptet. Kundengagemang är ett viktigt mål med CM och är viktigt att studera eftersom att det uttryckligen utlöser betydelsefulla konsekvenser för företagen. Trots detta visar studier att små företag tenderar att inte använda sina sociala plattformar aktivt och är negativt inställda till marknadsföring på sociala kanaler eftersom de anser att de kostar mer för företaget att producera innehållet än vad det genererar intäkter. Syftet med denna undersökning är att göra en kartläggning för de beslutsprocesser som görs utifrån små företags syften med CM och målsättningen kundengagemang. Anledningen denna studie avgränsats till små företag är på grund av att tidigare forskning påvisar att det är dessa som tenderar att arbeta mindre aktivt med sociala kanaler och CM eftersom de uppfattar kanalerna som ineffektiva och kostsamma. Studiens ambition är att bevisa motsatsen där kundengagerad CM snarare är nödvändigt än kostsamt och tidskrävande för ett företag med begränsade humana- och ekonomiska resurser. För att besvara studiens syfte har en kvalitativ metodansats använts där semistrukturerade intervjuer med småföretag genomförts, därefter har respondenternas svar analyserats genom att leta efter repetitiva teman, som varit till hjälp vid kartläggning av respondenternas beslutsprocesser för att uppnå kundengagemang. Denna studies resultat visar på att målet kundengagemang enskilt är för generellt och att det snarare finns olika nivåer av kundengagemang. Beroende på vilken typ av syfte och kundengagemang företaget söker förändras delar i företagets beslutsprocess kring CM-strategi. Ett av studiens mest intressanta fynd är även att de intervjuade företagen inte upplever att de känner sig begränsade i sitt skapande av CM.<br>The digitalisation has resulted in the traditional marketing starting to lose its effect, and digital marketing tools such as the trendy content marketing concept has grown stronger. Although content marketing is no longer a new phenomenon, there is a lack of uniformity from researchers' definition of the concept. Several researchers show that CM changes its meaning depending on the purpose, industry and the target group the marketing is aimed at. Customer engagement is an important goal with CM and it is important to study because it explicitly triggers significant consequences for companies. Despite this, studies show that small businesses tend not to use their social platforms actively and are negative about social media marketing because they believe it costs the company more to produce content than it generates revenue. The purpose of this survey is to map the decision-making processes that are made based on small companies’ purposes with CM and the goal of customer engagement. The reason this study is limited to small companies is because previous research shows that they tend to workless actively with social channels and CM because they sense the channels as inefficient and expensive. This survey's ambition is to prove the opposite, where customer engaging CM is necessary rather than expensive and time-consuming for a company with limited resources. To answer the purpose of the study, a qualitative method approach was used where semi-structured interviews with small companies were conducted. The respondents answers were analyzed by looking for repetitive themes, which were helpful in mapping the respondents decision-making processes to achieve customer engagement. The results of this study show that the goal of customer engagement is too general, and that there are rather different levels of customer engagement. Depending on the purpose and customer engagement level the company seeks, parts of the company's decision-making process regarding CM strategy change. One of the study's most interesting findings is also that the interviewed companies do not feel that they are limited in their creation of CM.
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Tarek, Jawad Al Fattal Zeineb, Rharbaoui Ismael El, and Amara Aldebe. "The influence of guerrilla marketing on consumers’ purchasing behavior." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-53362.
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Date: 2021/01/21 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Amara Aldebe, Ismael El Rharbaoui. Zeinab Al Fattal Title: The influence of guerrilla marketing on purchasing behavior Tutor: Leanne Johnstone Keywords: guerrilla marketing, consumers’ behavior, purchasing behavior, marketing communication, brand image, WoM Researchquestion: How does guerrilla marketing influence consumers purchasing behavior? Purpose: To examine the effect of guerrilla marketing on purchasing behavior Method: Qualitative research technique Conclusion: The impact of guerrilla marketing on purchasing behavior mainly dependson the brand image and how innovative the guerrilla campaign is
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Hagman, Olivia, Ida Segerqvist, and Sofie Wahlström. "Credibility of Green Marketing in the Fast Fashion Industry." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36169.
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Purpose - Existing literature about consumer perception has received substantial notice in the field of psychology. However, less is known about consumer perception of green marketing. To address this absence, this thesis aims to investigate how credible consumers perceive green marketing to be, in the context of the fast fashion industry. Additionally, the authors strived to explore which green marketing claims, portrayed by fast fashion companies, consumers see as more credible and why. An analytical combination of empirical findings and literature on green marketing, consumer credibility and the fast fashion industry was conducted to generate comprehensive results on which factors affect the credibility of green marketing, by fast fashion companies, as well as how different green claims are perceived. Design/Methodology/Approach - The research took a concurrent mixed method approach, meaning that both qualitative and quantitative data was used. The data was collected through focus groups, consisting of a general discussion and a questionnaire, as well as a survey. The focus groups were held with Swedish students at Jönköping University, and the survey was distributed to individuals with a Swedish cultural background. The research approaches used for this study was inductive and abductive. Findings - This thesis suggests that for fast fashion companies who want to understand what affects the credibility of their green marketing, there are six factors which should be considered; perception of green marketing; previous perception of companies and brands; limits of the industry; price’s effect of the credibility; short-term versus long-term solutions; and showing results. Additionally, the study suggests that fast fashion companies should focus on product- and process oriented green claims in their green marketing, as these were perceived as most credible. Further, environmental fact claims were perceived as least credible, and will therefore be hard for companies to implement. Research Limitations and Implications - Due to the limitations of this thesis, the empirical findings need to be tested in a study consisting of a larger sample, as well as including several research strategies. Further, the research should be tested on a larger scale than a Swedish cultural setting and in more industries than the fast fashion industry, in order to generalise the findings. This thesis suggests that companies in the fast fashion industry should evaluate the claims they use in their green marketing, in order to optimise the perceived credibility of green marketing.
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Lin, Lin. "Measuring customer online visiting behavior and its impact on purchase decision and profitability." Diss., The University of Arizona, 2004. http://hdl.handle.net/10150/280623.
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Effective relationship marketing requires accurate measurement of customer tenure/loyalty and a thorough understanding of its impact on firm performance. Although such studies are plentiful for brick-and-mortar firms, few exist for Internet-based E-tailers. Given the visit-intensive customer behavior online, past methods and theories on customer bases analysis and lifetime-profitability relationship based on purchase events may not apply in an e-commerce context. This dissertation proposes a measurement framework that incorporates customers' online visiting behavior both at the in-session, "micro" level and at the long-term, "macro" level using three metrics: session duration, number of pages viewed and online customer lifetime (OCL). Both stochastic model and neural networks are designed and validated for the measurement of OCL. We then study the relationship between customers' online visiting behavior and firm performance by studying five propositions that relate to whether (1) there exists a positive relationship between OCL and customers' purchase intention, (2) customer who spends longer time or view more pages in a session is more likely to buy, (3) customer with longer online lifetime contribute more to firm's profit, (4) customer with longer session duration and more page viewed is more profitable and (5) product type has an impact on the lifetime-purchase and lifetime-profitability relationship.
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Butler, Timothy David. "Performance benefits of being a great firm to work for| An investigation from the employee perspective." Thesis, The University of Alabama, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3620067.
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<p> Increased competitive pressure for speed and innovation, global commoditization, and competition for talented workers has provided firms with greater incentives to assess and improve their human resource strategies with respect to attracting, motivating, and retaining employees. Consequently, many firms want to be perceived by employees as a great firm to work for. However, becoming perceived by employees as a great firm to work for requires a significant resource commitment. If firms are going to make this resource commitment, a relationship between being perceived by employees as a great firm to work for and firm performance should be clearly established. Extant academic studies about being a great firm to work for are generally approached from the managerial perspective. Studies that investigate being a great firm to work for from the employee perspective are more scarce. In order to develop a better understanding of the potential performance benefits of being perceived by employees as a great firm to work for, this study compares the performance of great firms to work for (as determined by employees) to their respective industry averages. Further, potential contextual factors that affect the strength of the relationship between being perceived by employees as a great firm to work for and firm performance are examined in order to identify the situations where devoting resources to being perceived by employees as a great firm to work for is more beneficial. Results support the existence of a relationship between being perceived by employees as a great firm to work for and several firm performance outcomes. In addition, some support for the moderating roles of contextual factors is found.</p>
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Tran, Juliet. "A study of consumer evaluations of brand extensions of nondurable goods." Thesis, Argosy University Online, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3674211.
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<p> The purpose of this study was to analyze the relationships between four different theoretical viewpoints – categorization, congruence, perception-of-fit, and product involvement – and their effects on consumer evaluations of brand extensions of nondurable goods and the underlying factors of how attitudes are transferred from the parent brands to its product extensions. </p><p> By using the single-step multiple mediator model by Preacher and Hayes (2008), the findings suggested, in general, that (1) a more positive effect of congruence, perception-of-fit, and product involvement between the parent brand and the product extension, the more the positive the attitude-toward-product-extension when there was an effect of the attitude-toward-parent-brand on the four intervening variables, (2) a more positive effect of categorization, congruence, and product involvement between the parent brand and the product extension, the more the positive the attitude-towardproduct- extension as a result of the direct effects of the four intervening variables on attitude-toward-product-extensions, (3) congruence and product involvement were mediators, and the results showed that the direct effect of attitude-toward-parent-brand on attitude-toward-product-extension was statistically significantly different from zero, (4) the result on the direct effect of attitude-toward-parent-brand on attitude-toward-productextension was not statistically significant at the 0.05 level, and (5) the result on the total effect of attitude-toward-parent-brand on attitude-toward-product-extension was statistically significant at the 0.05 level. Managerial implications and recommendations were addressed and suggestions were made for future research. </p><p> </p>
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Hilgeman, Debra. "Understanding the relationships between loyalty program rewards and loyalty among premium customers." Thesis, TUI University, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3578572.
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<p> Loyalty programs (LPs) have become a mainstay marketing tool for many industries worldwide, with memberships often numbering in the millions. Program rewards are offered as incentives to build member loyalty, and theoretically these rewards have a perceived benefit value that generate feelings and attitudes such as satisfaction, trust, commitment and gratitude that can be antecedents of loyalty.</p><p> The question of whether loyalty programs actually generate loyalty, however, is still being debated by researchers due to conflicting data (Hallberg, 2004; Meyer-Waarden, 2006; Uncles, et al., 2003). Research indicates that focusing on premium customers may be the key to a successful loyalty program (Long & Schiffman, 2000; Yi & Jeon, 2003), but there is a lack of LP research that focuses on this top tier of customers.</p><p> This research tested hypotheses derived from existing theories to examine the relationships between program rewards and loyalty for premium customers. This included testing hypotheses about the key antecedents of loyalty—satisfaction, trust, commitment and gratitude—to determine their role in driving the performance outcome.</p><p> The gaming industry was used for a sample of 1,097 premium customers in a loyalty program. The online survey had a 43% response rate. There were seven Likert-type scales with alphas ranging from .84-.93.</p><p> Rewards were categorized as being prestige, tiered or core. The loyalty construct was operationalized as being attitudinal or behavioral.</p><p> Multiple regression was used for hypotheses testing. Key findings were that premium customers value all three of the reward categories highly. The only statistically significant difference was that prestige rewards generate higher attitudinal and behavioral loyalty than core rewards. No significant differences were observed from the control variables of age and gender.</p><p> Findings from this study indicate that companies with loyalty programs cannot afford to risk losing customer loyalty by eliminating any type of reward. However, there is also evidence that soft-cost prestige rewards could effectively replace some hard-cost tangible rewards without reducing overall program value. </p>
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Krueger, George B. "Microbusiness Marketing with No Time, No Money, and No Expertise-Research and Recommendations for Improving Marketing Results for Microbusinesses." Thesis, William Howard Taft University, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=13890241.
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<p> Microbusinesses are a specific type of small business that employ 9 or fewer people, including the owner. Microbusinesses are a major factor in the national, regional, and local economies. Microbusiness operators face the issues of limited time, money, and marketing expertise when conducting daily operations. The purpose of the qualitative descriptive case study was to describe the amount of time and money that microbusiness owners perceived to spend on marketing. Time and money along with the perception of marketing expertise were then related to the microbusiness sales performance. In this study, the respondents perceived that they did not spend enough time on marketing because of daily challenges of running the business, but the amount of time spent on marketing did not appear to be associated with sales performance. Microbusiness operators perceived that they spent an adequate amount of money on marketing to achieve their sales performance goals. In this study there appeared to be no association between the money spent on marketing and sales performance. The microbusiness operators perceived their marketing expertise to be adequate and higher levels of marketing expertise did appear to have a positive association with sales performance. Improving the marketing budgeting process, improving measurement of return-on-investment on the marketing spend, improving digital marketing skills, and utilizing time-efficient marketing tools were key themes to increase marketing effectiveness. The microbusiness marketing tools of personal selling, digital marketing, relationship marketing, word of mouth, networking, and branding were found to provide opportunities to improve sales performance by leveraging limited time, money, and marketing expertise. The results of this study provide direction for microbusiness operators on profitable time, money, and marketing expertise strategies to improve microbusiness sales performance.</p><p>
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Olivia, Friberg, and Olsson Fanny. "The power of influencer marketing : En kvalitativ studie om hur företag använder sig av influencer marketing för att bygga och stärka sina kundrelationer." Thesis, Högskolan i Halmstad, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42237.
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Alameddine, Abir. "Perceptions of executives from seven selected companies of the use of social media in marketing practices." Thesis, Pepperdine University, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=3592694.
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<p> The problem addressed in this study is that the recency of the social media phenomena created a research gap in terms of understanding how companies exploit various social media platforms for marketing purposes and measure the effectiveness of their social media marketing campaigns. Thus, there is a need for increased understanding of the effectiveness of social media marketing techniques. <i>Social media marketing</i> is defined as the blending of sociology and technology as a means to change marketing efforts from a monologue to a dialogue. The purpose of this study was to determine, based on research participants' perceptions, the reasons that select organizations use social media marketing, the different social media marketing strategies that companies utilized, and the perceived effect of social media marketing on revenue generation. In particular, the research questions concerned whether social media marketing had its own specific social metrics, and the study investigated the evolution of social media marketing and the benefits that social media brings to traditional marketing approaches. The overall research design employed semi-structured, in-depth, individual interviews with seven executives in regard to their use of social media marketing and its role as part of an integrated marketing approach. Commonalities in the interview data were color coded and analyzed, and field notes, verbatim transcriptions, and member checks were used to triangulate the data. The results of the study generated three specific categories: engagement with customers, the essence of social media presence, and communication by choice. Knowledge in each of these categories provides companies with a deeper understanding of the social consumer and enhances the value of social media marketing in terms of competitiveness. Specifically, based on such knowledge, companies have a greater ability to target qualified leads as well as to improve the conversion rate of those leads. Finally, they have a means to determine how their social media marketing efforts contributed to the overall revenue generated. </p>
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Rehm, Lauren. "Stealth marketing to generation Y." Honors in the Major Thesis, University of Central Florida, 2010. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/1483.
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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information.<br>Bachelors<br>Business Administration<br>Marketing
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Danho, Ninib, Daniel Danho, and William Tomeh. "The Role Of Social Media Marketing Activities On Customer Satisfaction." Thesis, Jönköping University, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48912.
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Wyant, Laura Jean. "Historical Perspective of Marketing Education From 1965 - 1990: As Seen by Contemporary Leaders /." The Ohio State University, 1995. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487929230740767.
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Rubinsson, Sebastian. "Global marketing through collaboration of local marketing agencies : How can local marketing agencies work together for global clients?" Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41110.
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Background: The world becomes more connected as technology advances and with the internet as a distribution channel more companies internationalises. However, there are still cultural differences around the world that marketers must take into consideration. The marketing industry faces difficult challenges in adaptation to international marketing, as collaboration between local marketing agencies could be a solution. Purpose: The purpose of the study is to contribute with understanding of how local marketing agencies can work together for global clients, and how these agencies can adapt local marketing for these clients. In order to understand how marketing agencies can work together, this study will contribute with understanding of this collaboration between local marketing agencies and how they can help each other grow their businesses. Method: This study uses a qualitative method with unstructured interviews of five people operational within a network of local marketing agencies. Theory: The theoretical framework for this study consists of theories in international marketing, collaboration and learning. Results and conclusions: By collaborating in a network, local marketing agencies get access to international markets and can support global clients. By having multiple local agencies working together for global clients, these agencies all provide local knowledge and create local communication. The collaboration in a network is most effective if the competition is eliminated, which can be done through shared ownership and personal connection within the network.
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Reinli, Martina, and Alice Pettersson. "Marketing Transparency in the Swedish Textile Industry : A thesis about marketing transparency on digital platforms." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-447800.
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This research project contributes to understanding how Swedish textile companies use sustainable marketing to express transparency on digital platforms and official documents. Are marketing efforts transparent among firms that promote a clear sustainable focus by not misleading readers? The chosen qualitative methods were document analysis evaluating approximately 91 documents combined with content analysis with 15 Instagram posts analysing how firms transparently express their sustainable focus and offer. The results showed a connection between understandable motivating sustainable statements, proactive approach and vital transparency. It also indicates a link between vague defensive statements and greenwashing tendencies based on inattention writing rather than purposely misleading the reader with unmotivated values. Marketing efforts are generally not transparent in the Swedish textile industry among firms that promote a sustainable focus. Upcycling showed more transparency than rental and second-hand segments. Sustainability is expressed more clearly and directly in transparent firms and has more potential to spread accurate information to customers leading to a positive influence on sustainable consumption. Transparency indicates to be a more competitive tool in sub-industries where sustainability needs to be more addressed to explain the products or services to attract customers that otherwise could be lost.