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The predominating theories on non-product-related attributes stretch only so far to explain why some brands do not manage to succeed on foreign markets where the product needs are essentially similar to their domestic markets. Therefore, the aim of this paper is to cast new light on the theoretical field of non-product-related attributes, by unveiling which non-product- related attributes affect consumer brand preferences on similar markets. This is done by studying consumer expectations on cosmetics brands in general and brand attitudes towards a Finnish cosmetics brand, on the Swedish market. The results suggest that most of the non-product-related attributes that are covered by predominating theories are still relevant for the formation of consumer preferences, but that new important attributes have also emerged. It was also found that the level of importance varies from attribute to attribute, and that some factors affect consumer preferences more than others. The findings serve as a basis for re-evaluating and expanding the theory of non-product- related attributes, and can help brands to succeed on similar markets.

Brand activism is an increasingly significant theme in business and marketing research. The purpose of this study was to explore consumers' perceptions and expectations of authentic brand activism and to provide a practical guide for brands considering incorporating brand activism into their strategies. This study drew upon the theories of brand authenticity and brand activism, and employed a qualitative research methodology, using focus groups with consumers to gain in-depth insights. The findings reveal that consumers' perceptions of authentic brand activism are shaped by three key antecedents: the brand’s heritage and reputation, the transparency of information provided about the brand's activism efforts, and the inclusion of a clear call-to-action. These findings suggest that brands can enhance the perceived authenticity of their activism efforts by ensuring consistency with their established values and history, prioritizing transparency in their communication, and incorporating a clear call-to-action. Brands can use these insights to develop more effective brand activism strategies, thereby increasing their chances of resonating with consumers and avoiding potential backlash.

Magistro darbe yra iškelta pramogų paslaugų marketingo komplekso atitikimo vartotojų poreikiams problema. Darbe išanalizuota ir susisteminta įvairių lietuvių ir užsienio autorių literatūra, publikuoti tyrimai bei apklausų rezultatai, susiję su paslaugų marketingu, marketingo kompleksu, vartotojų elgsena. Išanalizuota paslaugų specifika, klasifikavimas. Plačiau nagrinėtas paslaugų marketingo komplekso išskirtinumas, atlikta įvairių autorių pateikiamų marketingo komplekso modelių analizė. Tyrimo metu iš dalies patvirtinta hipotezė, kad pramogų paslaugų įmonių marketingo kompleksas neatitinka vartotojų lūkesčių. Nustatyta, kad vartotojų lūkesčiai ir pramogų paslaugų teikėjų marketingo kompleksai nėra tarpusavyje suderinti. Pasiūlytas į vartotoją orientuotas pramogų paslaugų marketingo komplekso modelis. / This Master's thesis analyzes the problem of accordance between marketing mix settings and consumer demands. The paper analyzes and structures various Lithuanian and foreign authors, published studies and surveys, related to services marketing, marketing mix and consumer behaviour. The particularities of services and their classification are discussed. The exclusivity of marketing mix of services was disputed wider in this paper together with the models of marketing mixes proposed by different authors. The investigation made by the author partially confirmed the hypothesis that the marketing mixes applied in local companies of leisure services does not meet consumer expectations. It was found out that marketing mixes of entertainment service providers’ are not concerted with consumer expectation. The author proposes the consumer-oriented entertainment services marketing mix model in this Master’s thesis.

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Submitted by Bernardo Dutra (btdutra@globo.com) on 2015-06-01T22:56:24Z No. of bitstreams: 1 Dissertação_Bernardo.pdf: 1312660 bytes, checksum: df59f930e5c26a2087f17e85baa0af68 (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2015-06-02T12:29:17Z (GMT) No. of bitstreams: 1 Dissertação_Bernardo.pdf: 1312660 bytes, checksum: df59f930e5c26a2087f17e85baa0af68 (MD5) / Made available in DSpace on 2015-06-02T17:21:37Z (GMT). No. of bitstreams: 1 Dissertação_Bernardo.pdf: 1312660 bytes, checksum: df59f930e5c26a2087f17e85baa0af68 (MD5) Previous issue date: 2015-05-07 / Using microdata from the FGV/IBRE Consumer Survey we investigate if brazilian consumers form expectations consistent with the Taylor rule and if consistency changes according to monetary policy conducted by the Central Bank of Brazil. Based on an analysis similar to Carvalho and Nechio (2014), we find that the public can properly understand the relationship between interest rates and inflation in the rule framework, but not the relationship between interest rates and unemployment, probably due to the single mandate adopted in Brazil and some features of the data. Furthermore, we find that the consistency of expectations signifi- cantly drops in periods that the central bank deviates from the Taylor rule, indicating that a higher tolerance to inflationary shocks can damage the coordination of society’s expectations. / Utilizando microdados da Sondagem do Consumidor do FGV/IBRE, investigamos se os consumidores brasileiros formam expectativas consistentes sobre a regra de Taylor e se essa consistência se altera de acordo com a condução da política monetária feita pelo Banco Central do Brasil. A partir de uma análise semelhante a de Carvalho e Nechio (2014), encontramos que o público consegue capturar corretamente a relação entre juros e inflação no arcabouço da regra, mas não a relação entre juros e desemprego, provavelmente por causa do regime de política monetária adotado no país e por particularidades dos dados. Além disso, encontramos que a consistência das expectativas sofre quedas significativas nos períodos em que o banco central desvia da regra de Taylor, indicando que uma maior tolerância a choques inflacionários por parte da autoridade monetária pode prejudicar a coordenação das expectativas da sociedade.

This paper is about femvertising which is used as a strategy within marketing to attract female consumers. This strategy is done by companies by pushing for gender equality and female empowerment in their ads. There is a lack of research regarding how femvertising affects consumers' purchase intentions and buying behavior. Further research also needs to be done examining female portrayals on digital platforms. The study is done with a qualitative method and inductive approach. In this paper, 20 respondents have participated in in-depth interviews and the respondents are all born between 1995 to 1998, which is called Gen Z, and are also all women. The paper is based on finding codes and converting them into categories which results in themes based on the different interviews. The conclusion of the paper is that social media are leading to purchases due to the possibility of targeting its consumers. Although, consumers easily tend to feel monitored when companies use them for targeting. Influencers can be successful for companies to use if the fit is good so it generates trust for the consumer. Another conclusion is that companies need to use different female portrayals, showing women in all of their uniqueness for them to be more relatable. Social media is an important part when it comes to if consumers will make purchases as it makes information and products easily accessible. Femvertising needs to shine through all of the company, not only the advertising. Companies should also monitor which type of WOM is out there about them as the point of view of other consumers is weighing heavily in affecting purchase intentions.

Mobile payment services are expected to be the next step of the electronic payment evolution. However, the level of penetration in European countries is lower than expected. The focus of most academic research has been in two main areas: (i) mobile payment adoption by consumers and (ii) technical aspects of the service. Consequently, a number of themes remain under-researched. In order to expand knowledge on reasons that affect the wider penetration of mobile payments, challenges related to the introduction of mobile payment services in the market have been explored in this thesis. More specifically, this research has addressed two problem areas: (i) why mobile payments have not been widely adopted by merchants; and (ii) what effects that the introduction of mobile payments has had on the business networks of the involved actors. As an example, we use the mobile payment services applied in the Swedish retail industry. The study is focused on the main groups of stakeholders – the mobile payment providers, the retailers, and the consumers. First, this study has helped to identify what different stakeholders expect of mobile payments and how these services correspond to their needs. In order to analyse the expectations of stakeholders, we have developed an analysis framework based on the theory of diffusion of innovations, the Technology Acceptance Model (TAM), and the theory of network externalities. The analysis highlights the expectations of stakeholders and helps to understand what kind of mobile payment service merchants expect and are willing to adopt. One key finding is that existing mobile payment services for retailing could be further improved in order to ensure an enhanced purchasing process for consumers. Second, the research has explored the impact of mobile payment services on the business networks. In order to analyse the relationships and cooperation between business actors, and changes in business strategy and network structure, we used the approach proposed by the Industrial Marketing and Purchasing (IMP) Group. The performed analysis illustrates the following changes in the structure of business networks for the traditional payment solutions (bank cards): (i) emergence of new business actors (i.e. independent mobile payment providers); (ii) new roles and activities of business actors; and (iii) exclusion of traditional business actors (i.e. banks) from the mobile payment systems. All these changes lead to increased complexity of relationships and increased level of interdependence between business actors within the networks. The following changes in the strategies of involved actors have been identified: (i) mobile payment providers seek to achieve a control over the business network; (ii) the retailers affect strategies of the mobile payment providers; (iii) the marketing strategies of business actors include cross-marketing in different sectors. All these changes result in additional value and enhanced quality of service for consumers. In order to analyse a complex and multidisciplinary area such as mobile payments, it is beneficial to use more than one analysis approach. A combination of different complementing methods helps to explore different aspects of the phenomenon and provides a more comprehensive overview of several research aspects. This work contributes to the academic research of mobile payment service adoption by merchants through proposing a theoretical analysis framework. More specifically, the research addresses a new area – expectations of retailers when new solutions are introduced. The framework consists of the following criteria and aspects: technological feasibility, economic benefits, lower service costs, added value of services, network externalities and the problem of critical mass, and finally, ease of use. This framework helps to identify what merchants can expect of mobile payment services. Another area of contribution is the analysis of the effect that mobile payments make on the actors and business networks of traditional payment services. The introduction of new services results in emergence of new business actors, a need to establish new relationships, and increased complexity of a business network. Moreover, in order to succeed, cooperation between all network actors is needed. As a result, business actors have to adjust their services and strategies according to needs of others. / <p>QC 20150828</p>