Browsing by Author "Wieslander, Axel"

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Combating the credibility crisis - Investigating the role of brand co-creation within green marketing
(2022-08-04) Löfgren, Niklas; Wieslander, Axel; University of Gothenburg/Graduate School; Göteborgs universitet/Graduate School
Firms are facing increasing pressure to become more sustainable, coupled with growing insight and scrutiny. However, attempts to meet these demands and attract sustainability-concerned consumers through green marketing and branding has resulted in widespread greenwashing. As a result, claims around sustainability have become less credible and made consumers more sceptical. Consequently, firms and consumers have found themselves in what could be referred to as a credibility crisis. In parallel, firms are subject to increasing consumer participation captured in the new marketing paradigm of co-creation in which they need to balance control with maintaining a relevant brand. Taken together, they constitute two pressing challenges that firms need to manage. This study focuses on investigating the relationships of brand co-creation, brand credibility and greenwashing, and their role in building green brand equity. To investigate this, a quantitative study was conducted using survey data collected from young adults at a Swedish university. The results show that while the activities of dialogue and access in brand co-creation were less effective, the transparency it entails contributed to increased brand credibility and green brand equity. The results confirm the destructive nature of greenwashing, and the importance of minimising such conducts in order to overcome the credibility crisis apparent within green marketing. The theoretical implications demonstrate the benefits of a more detailed approach when investigating co-creation, and brand credibility's natural role in improving green brand equity. Managerial implications include dismantling all greenwashing practices, while increasing transparency in order to both improve brand credibility and green brand equity. While having other clear benefits, brand co-creation per se is deemed less effective if the sole purpose is to improve green brand equity.
Hur kryptovalutor påverkas av centralbankers räntebesked - Är kryptovalutamarknadens prisutveckling oberoende av globala penningpolitiska beslut?
(2020-02-18) Hegardt, Johan; Wieslander, Axel; University of Gothenburg/Department of Economics; Göteborgs universitet/Institutionen för nationalekonomi med statistik
There are currently almost 5,000 listed cryptocurrencies with a market value of over $200 billion, claiming to be independent of governmental decisions (Coinmarketcap, 2019). The aim with this study was to investigate whether today's cryptocurrencies are independent of governmental decisions by seeing how their prices are affected by interest rate announcements. This was done with the help of a number of different OLS models that compared the daily returns of Bitcoin, Ripple and Ethereum with the announcement of raising, lowering or leaving the interest rate unchanged of the following central banks; Federal Reserve, Bank of England, European Central Bank and Bank of Japan. In addition, control variables such as stock market developments, gold prices and oil prices were included in the regressions. The report concludes that all central banks except Federal Reserve had an impact on the development of the three cryptocurrencies. Differences between the effects from some central banks on some cryptocurrencies can be explained by chosen time period, available data and that other factors are more important as value drivers than interest rate decisions. One conclusion of this is that cryptocurrencies are moving towards becoming more decentralized and independent of governmental decisions. It also appears that despite its distinctive properties as an intermediary currency in the exchange of fiat currencies, Ripple is not affected to a greater extent by interest rate announcements than Bitcoin and Ethereum are. Since no uniform effect on interest rate increases or interest rate cuts could be discerned from this study, nothing can be said about how central banks can conceivably control the cryptocurrency market's price development.
Konsumentbeteende vid finansiella investeringar - varumärkens påverkan på indiviers investeringsbeslut
(2019-06-28) Enström, Gustav; Wieslander, Axel; University of Gothenburg/Department of Business Administration; Göteborgs universitet/Företagsekonomiska institutionen