dc.contributor.author | Kikut, Hedda | |
dc.contributor.author | Voreland, Camilla | |
dc.date.accessioned | 2021-09-27T12:48:07Z | |
dc.date.available | 2021-09-27T12:48:07Z | |
dc.date.issued | 2021 | |
dc.identifier.citation | Kikut, H. & Voreland, C. (2021) Building brands through cause-related marketing : Cross-cultural comparative study of Tanzania and Norway (Master's thesis). University of Agder, Kristiansand. | en_US |
dc.identifier.uri | https://hdl.handle.net/11250/2783768 | |
dc.description | Master's thesis in Business administration (BE501) | en_US |
dc.description.abstract | Purpose -This study aims to provide an understanding of how the use of cause-related marketing (CRM) as a branding tool can benefit a company when building brands in both emerging and developed markets. By looking at consumers' perception of brands that use CRM in Tanzania and Norway, this study aims to contribute to a greater understanding of how consumers' responses to CRM is affected by culture. Gaining a better understanding of the consumers' responses towards CRM in an emerging and a developed country can provide guidelines for marketers on how to use CRM in these markets. This is done by comparing two countries that represent two different markets -emerging and developed markets.Problem statement -How can cause-related marketing (CRM) be used when building brands in different cultures in emerging and developed markets?
Keywords -Cause-related marketing, Branding, Consumer behavior, Tanzania, Norway | en_US |
dc.language.iso | eng | en_US |
dc.publisher | University of Agder | en_US |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/deed.no | * |
dc.title | Building brands through cause-related marketing : Cross-cultural comparative study of Tanzania and Norway | en_US |
dc.type | Master thesis | en_US |
dc.rights.holder | © 2021 Hedda Kikut, Camilla Voreland | en_US |
dc.subject.nsi | VDP::Samfunnsvitenskap: 200::Økonomi: 210::Samfunnsøkonomi: 212 | en_US |
dc.source.pagenumber | 98 | en_US |
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