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Viitteet 1-10 / 20
A framework for bridging the gap between marketing automation and strategic brand management
(2022)
Companies that utilize marketing automation are constantly trying to approach customers in novel ways. Although the current usage and research on marketing automation concentrates on the tactical perspectives, the strategic ...
How to identify the right collaboration partner? : A qualitative study of Finnish Instagram micro-influencers
(2023)
The study explores the decision-making process of Finnish micro-influencers when identifying collaboration partners for influencer marketing campaigns. It particularly emphasizes the role of personal branding, strategic ...
The role of city branding in global talent attraction - case Turku
(2022)
As both globalization and urbanization continue to accelerate the mobility of talent worldwide, local governments are forced to reconsider their position in the global competition. Therefore, many cities are now interested ...
The balanced scorecard as a tool for pharmaceutical marketing performance management : Case Pharma Inc
(Åbo Akademi, 2019)
In the past quarter century, the practice of management accounting changed drastically after the introduction of the balanced scorecard (BSC) (Kaplan & Norton, 1996a). Subsequently, it became common practice to include ...
Market-shaping and Sustainability Communication within the Clothing Industry : A Generation Y consumer perspective
(2021)
Climate change is progressing at an ever-increasing alarming rate with continuous proof of the devastating effects it brings with it. The clothing industry is one of the largest polluters, making up more than all emissions ...
Arbetsgivarvarumärkeshantering : Hur anställda och potentiella anställda uppfattar ett bolags arbetsgivarvarumärke och värdelöfte
(2020)
En organisation med ett starkt arbetsgivarvarumärke kan uppnå konkurrensfördelar gentemot andra organisationer och därmed förstärka sin position på marknaden. Hur medarbetare uppfattar företagets arbetsgivarvarumärke har ...
Consumers’ acceptance of digital referrals
(2022)
The purpose of the study was to research consumers’ attitudes towards digital referrals by using the AEWOM model. The purpose has been researched by using four different research questions and three hypotheses. The research ...
Under the influence : How primary packaging of clear spirits affects purchase decisions
(2021)
The appearance of the primary packaging has become one of the most influential means of communication and persuasion in trade. No matter if purchase decisions are made long before entering a store or only when examining ...
Emotion-Inducing Web Shopping : A Ludologist Approach
(2021)
Emotions impact everyday decision-making. Businesses use techniques to influence consumer behaviour to create positive mood states. These mood states can alter customer purchasing behaviour to lead to increased spending, ...