Master theses: Recent submissions
Now showing items 481-500 of 1953
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How Do Craft Beer Brands Negotiate Authenticity Using Retro Branding?
(2020-06-23)Craft beer brands are booming. However, many craft beer brands employ exceedingly similar retro-evocative techniques to negotiate authenticity with consumers. This article explores how craft beer brands systematically use ... -
Green City Branding – How people respond to the built environment
(2020-06-23)In the last decades, places such as cities, regions and nations have become active participants in the global competitive economy. They now operate in a global marketplace, competing with other places all over the world ... -
Brand negotiations in Video Game Communities - An exploratory study analysing community-made discourses in video game brands and how they shape the brand image
(2020-06-23)Video games are engaging products with large followings engaging in their brands. Despite this, video game value has proven hard to research and the area is understudied (Boyle et al., 2012). During the years many games ... -
Open Banking Loyalty A qualitative study on customer loyalty in retail banking.
(2020-06-23)Purpose: This paper investigates how open banking is thought to influence customer loyalty in a retail banking context. The study is limited to the established banks on the Swedish market and aims to illustrate how banks ... -
Living in a worldwide quarantine: A social practice theory analysis of the grocery shopping change during Covid-19 crisis
(2020-06-23)This paper studies the practice of grocery shopping during a disaster outbreak, by examining the case of the Covid-19 pandemic. The research on how the grocery shopping is conducted during a disaster is scarce. Therefore, ... -
To dare or not to dare – taking a stand in marketing campaigns - How companies’ decisions to take a public standpoint in social issues affect consumers’ perceptions and behaviour
(2020-06-23)Based on an interest to contribute to further understanding of the area of CSR marketing the purpose of this article is to explore the perceptions and effects of marketing where companies take a public standpoint in social ... -
CSR is more than PR - Consumer perception of digital sustainability communication from fast fashion brands
(2020-06-23)This article focuses on consumer perception of digital sustainability communication and how the perception affects brand credibility. Sustainability has become an important matter and consumers today are aware of the ... -
Utility and Weight Importance of Product Delivery Attributes in a Collection and Delivery Point Dominated Marketplace
(2020-06-23)When purchasing a product from an e-commerce retailer, consumers often gets to choose among different delivery options, consisting of multiple attributes that are evaluated to choose the most preferred one. Information ... -
Food retailers’ sustainable brand image - exploring the barriers and challenges of implementing sustainability strategies in grocery stores
(2020-06-23)Food retailers and their local stores are considered to have an influential role in our society today, in terms of their impact in environmental and social issues. This qualitative case study aims to analyze the work of ... -
Behind the Green Claims: A Critical Discourse Theory Approach - A study of the critical discourses derived from fashion brands green social media marketing
(2020-06-23)In today’s society, social media is an inflated part of marketing within the fashion industry and has become a part of green marketing for many brands, enabling consumers to communicate directly with them. Here, discourses ... -
We've Got Nothing to Hide - A qualitative study of how corporate identity influence Swedish fashion companies’ commitment to supply chain transparency as a way to compete
(2020-06-23)Motivated by the ambition to understand how supply chain transparency can be used as a tool for competition in an industry where environmental and social issues are alarming, this paper examines what influence corporate ... -
Shopping within today's retail environment - Understanding how the practice of shopping is performed in regard to omni-channels
(2020-06-23)Proceeding from the practice theory perspective, the aim of this thesis is to contribute to a better understanding of today’s shopping within the retail industry. The purpose of this thesis is to examine how the practice ... -
Video Consumption Online - The relationship between the sender and receiver of video clips
(2020-06-23)Videos online has become an immense part of people’s internet consumption, and is bound to become even greater in the next few years. To discover what is affecting the spread of these videos, this study aims to investigate ... -
Virtual Avatars, Virtual Influencers & Authenticity
(2020-06-23)Virtual avatars and the subgenre virtual influencers are growing in the contemporary digital society. With this growing phenomenon of virtual avatars and virtual influencers, the questions arise what is real, what feels ... -
Contextualizing Data in Marketing Practice
(2020-06-23)Purpose - As data is becoming more available than ever for companies, this article aims to uncover the role of data within marketing practices by following its path through the marketers value creation process. That is, ... -
Implementation and Exploitation of Data and Data Driven Decisions in B2B sales and marketing - A Case Study
(2020-06-23)Despite the increasing reliance on data in decision making, firms have issues turning their organisations data driven. Even though data driven decision making have an increasing impact on marketing and sales practices in ... -
Brand Management and Artificial Intelligence - A World of Man Plus Machine - A qualitative study exploring how Artificial Intelligence can contribute to Brand Management in the B2C sector
(2020-06-23)The fast transforming world of technology has made the environment for Brand Management increasingly complex. To survive, brands need to raise the stakes, develop sharper strategies, provide holistic experiences, and gain ... -
The big picture in an agile world - A qualitative study on coordination in a large scale agile context
(2020-06-22)Aim: Agile transformations are at the forefront of organisational development and comes carrying a wide array of changes to how organisations work. Coordination is one of many organisational dynamics that undergo a ... -
Employer Branding – An ongoing Change and Translation - A qualitative article of how consultants translate their ideas of Employer Branding and act upon them in practice
(2020-06-22)This article aims to analyse how an Employer Branding consultancy firm strategically works with identifying and implementing Employer Branding into other organisations. A case study was conducted using primarily 16 ... -
The lack of Unity in Diversity recruitment - A qualitative study on the adoption of diversity recruitment practices
(2020-06-22)The importance of having a diverse workforce has increased in contemporary organizations, which has led to a vast number of organisations adopting diversity recruitment practices. In this article, attention is dedicated ...