Purpose: The purpose of the study was to assess whether the extent to which consumers’ brand attitudes change when the consumers are exposed to negative publicity of the brand, and when exposed to a company’s response to negative publicity, differ depending on the consumers’ degree of brand loyalty and depending on how positive the consumers’ initial brand attitudes are. Design/methodology/approach: The study had a deductive research approach with a single cross-sectional descriptive and exploratory design. Archival analysis was used to collect relevant theories and to conduct the preparatory data collection through data mining, both in which secondary data was gathered. Survey was used when collecting qualitative primary data in the preparatory data collection through focus groups, and when collecting primary data in the main data collection through a questionnaire. The main data was further analyzed through a one-way ANOVA within a non-parametric Levene’s test. Findings: The extent to which consumers’ brand attitudes changed when consumers were exposed to negative publicity of the brand differed depending on if the consumers’ initial brand attitudes were positive or negative. Consumers with negative brand attitudes had a smaller attitude change compared to consumers with positive brand attitudes, opposed to what was assumed in the current study. The extent to which consumers’ brand attitudes changed when consumers were exposed to negative publicity of the brand did not statistically differ depending on the consumers’ degree of brand loyalty. Neither did the extent to which consumers’ brand attitudes changed when the consumers were exposed to a company’s response to negative publicity differ depending on how positive the consumers’ brand attitudes were, nor on the consumers’ degree of loyalty toward the brand. Research limitations/suggestions for future research: The information concerning the negative event and the company’s response strategy was very concentrated in the questionnaire. In real life, consumers would have had different perceptions of both the event and the response since some parts require consumers to actively search for information. Hence, suggestion for future research is to measure the attitude changes where the consumers have gained information in a natural course. Implications: The new perspective brought forth through the study could be useful for brand managers to bear in mind when setting up strategies on how to manage a negative publicity situation such as the Apple/Foxconn case.

Aim: The aim of this study is to investigate the sport consumers´ attitudes towards relationship marketing. We want to investigate whether the consumers are relationship oriented or transaction oriented and whether different segments differ in their orientation. Method: A quantitative study was made and the data was collected using a likert scale questionnaire which consisted of statements to which the respondent answered to which degree he/she agreed or did not agree. The data collected was analyzed in SPSS using a bivariate correlations analysis and a factor analysis. Findings: Our findings shows that most sport consumers tend to be relationship oriented and have a positive attitude towards the different relationship activities that they can come in contact with during a hockey game. There are however sports consumers who tends to have a transaction orientation and in their decision process the price is the most important aspect. We also find evidence that there are both consumers with a passive relationship orientation and with an active relationship orientation. Contribution: Regarding practical implications sports organizations should be aware that they have customers of both kinds of orientation and therefore it is important to interact with the relationship oriented customers. They appreciate the interaction with the organization and this can be used by the organization in order to further develop their relationships with the customers. On the other hand the transaction oriented prefers not to be engaged into the same kind of interaction, for them the prices are more important so working with pricing strategies towards transaction oriented customers is what we would suggest. Regarding the theoretical contributions this study provides results regarding the consumers’ perspective and attitudes towards relationship marketing in Sweden which has been neglected in theories. We provide evidence within the limits of the study that a big part of sport consumers tend to be relationship oriented but also that there is a segment that rather tend to be transaction oriented. Future research: We suggest that future research could be conducted within this topic. Studies investigating the same topic in other geographical regions and in other sports are encouraged in order to further increase the generalizability. It would also be interesting to see a study that focuses on investigating if there are certain segments that can be detected that tend to be transaction oriented rather than relationship oriented. We also suggest studies being done on the topic of pricing and what kind of pricing strategies that would be beneficial for Swedish sports organizations.   Keywords: Relationship marketing, Customer relationship management, consumer attitudes, Service marketing.

Syfte: Syftet med denna uppsats är att diskutera hur konsumentattityder bidrar till varumärkesillojalitet. Metod: Denna studie har utgått från en deduktiv metodansats. Insamling av empiriskt material har skett genom en kvantitativ undersökning där webbenkätfrågor har skickats ut enligt ett bekvämlighetsurval. För att kunna analysera materialet har forskarna utgått från en korrelationsanalys för att kunna se samband mellan olika variabler. Resultat och slutsats: I denna studie har konsumentattityder och illojalitet inriktats på egna märkesvaror inom livsmedel (EMV). Resultatet av studien är att pris, medias påverkan och kommentarer från familj och vänner är en framträdande faktor som påverkar konsumentattityder gällande livsmedelsvaror. I denna studien har vi kunnat påvisa att faktorerna bidrar till attitydens tre komponenter, som i sin tur bygger upp en konsumentattityd till EMV. Konsumentattityden bidrar sin tur till obunden, störd, desillusionerad och splittrad varumärkesillojalitet. Uppsatsens bidrag till ämnet: Resultatet av uppsatsen bidrar till ökad förståelse till hur konsumentattityder bidrar till varumärkesillojalitet. Förslag till fortsatt forskning: Förslag till vidare forskning är att studera hur företag själva uppfattar hur konsumentattityder bidrar till varumärkesillojalitet. Med andra ord att forskaren utgår från ett företagsperspektiv. / Aim: The purpose of this paper is to discuss how consumer attitudes contribute to disloyalty for a brand. Method: This study is based on a deductive method approach. The collection of empirical material has been done through a quantitative survey where web queries have been sent out in accordance with a convenience survey. In order to analyze the material, the researchers have assumed a correlation analysis to see the connection between different variables. Result and conclusion: In this study, consumer attitudes and disloyalty focused on own branded food products (EMV). The result of the study is that price, media impact and comments from family and friends are a prominent factor affecting consumer attitudes regarding food products. In this study we have been able to show that factors contribute to the three components of an attitude, which in turn builds a consumer attitude towards EMV. Consumer attitudes lead to unbound, disturbed, disillusioned and fragmented brand disloyalty. Contribution of the thesis: The result of the paper contributes to increased understanding of how consumer attitudes contribute to disloyalty. Suggestions for further research: Proposals for further research are to study how companies themselves perceive how consumer attitudes contribute to brand disloyalty. In other words, further research can be based on an entrepreneurial perspective.

The purpose of this study was to examine the attitude of potential customers towards marketing of tourism through virtual reality. Since it is considered a risk to purchase a service it was interesting to see if the implementation of VR could lower the uncertainty. The study was conducted through a qualitative methodology consisting of 15 user tests. The result shows that the market has a positive attitude towards the marketing method since it was considered an exciting way to get information and gave a more honest image of the destination. It was more appreciated to experience a hotel in VR than a destination. However, VR-marketing was not considered necessary but rather a pleasant complement. The result of the study led to a few recommendations to any touristic company aiming to produce a VR-video for marketing purposes.

Background: Several crises have passed and today, the world is witnessing the pandemic Covid-19. As a consequence, society is affected at large where new insights and attitudes are born. Existing literature suggests that a crisis may be a crucial determinant in shaping one’s attitudes and actions, and therefore marketing needs to adapt to these new attitudes and expectations. Involving consumers' perception of this issue, together with companies’ views within the industry, lies the foundation for this research to investigate any changing consumer attitudes towards the airline industry during Covid-19. Purpose: The purpose of this study is to investigate how consumer attitudes have changed within the airline industry in Sweden due to the Covid-19 pandemic, applying both consumers’ and companies’ perspectives to provide managerial implications for marketers. Method: With an interpretive nature, the study is qualitative added by quantitative measures, hence stated as multi-method. Primary data is collected through an analytical survey and four semi-structured interviews.  Findings: Investigating attitudes from economic, social and environmental perspectives, the study concludes that consumer attitudes have changed in several perspectives while some attitudes stay consistent with pre-crisis attitudes, hence not directly affected by the crisis. The empirical findings are coherent with the conceptual framework, explaining the complexity of the tourism airline industry and how new attitudes that arise from the Covid-19 pandemic is a predictor of future behavior during the crisis, which may be useful for future crises to come.

The environmental concern has become a well discussed topic within today’s society and as a result awareness of the impact human behaviour has on the environment is continuously increasing. This concern is something companies take advantage of when marketing, as for instance by promoting their products or services as eco-labelled. Eco-labelled products have further shown to involve a lot of consumer opinions, and are thus common to study in relation to consumer attitudes. Theories also show that eco-labelled goods have been idealised in favour of conventional ones, referred to as a marketing placebo effect. In connection to this, companies have started to point interest at eco-labelled technology, which has become a recent phenomenon attracting attention. Nonetheless, the existing theory regarding this phenomenon has been mainly applied on specific areas, such as the food industry. The purpose of this study was therefore to explain the marketing placebo effect on eco-labelled technology. 162 experiments were conducted using one experiment group and one control group, in order to be able to detect an eventual marketing placebo effect when implementing an eco-label, using attitudes as an influencer. Based on the results, it was revealed that attitudes are crucial to take into consideration when applying an eco-label in a technology context. This as it was concluded that attitudes act as a trigger evoking a marketing placebo effect. The findings from this study contradicts current theories on how different factors cooperate in the process of a marketing placebo effect, and advances has thus been made in how the marketing placebo effect works when applied in a technology context.

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This study examined consumer attitude towards adding branded quick-service items on domestic airline in-flight menus with the aim of assessing the variables of perceived customer value and customer satisfaction. A random sample of one hundred sixteen frequent flyers residing in the United States participated in the study. An examination of consumer attitude towards branded quick-service menu items if introduced on domestic in-flight menus was performed. Multiple regression analysis was used to determine which of the four relationships was the most significant. The results showed that frequent flyer satisfaction with branded quick-service food items had the most significant relationship with perceived satisfaction of adding branded quick-service foods to coach class in-flight meal service.

Abstract Background The advancement of Internet technology and the ability of companies to process large amounts of information has made it possible for marketers to communicate with their customers through customized measures, namely personalized advertising. One of the primary aspects that differentiates personalized advertising from traditional advertising is the collection and use of consumers’ personal information, which have presented marketers with numerous benefits and opportunities. However, this has also raised concerns among consumers regarding their privacy and the handling of their personal information. In this study, the attitudes of Generation Z will be examined regarding data privacy, personalization, and the commercial usage of their personal information, as well as how these attitudes may impact consumer behavior. Purpose                   The purpose of this study is to examine the attitudes of consumers towards personalized advertising and the commercial usage of personal consumer data, with the focus on consumers belonging to Generation Z. Issues regarding data privacy and personalization is explored, as well as how consumer attitudes towards the personalization of advertisements may impact consumer behavior in the digital environment. Method The positivistic approach was applied with the intention to draw conclusions about a population of people, namely Generation Z. A deductive approach was implemented to test an existing theory, the Theory of Planned Behavior (TPB) with the intention to examine whether Generation Z follows the trend found in the literature; namely that younger consumers (Millennials) are more positive towards personalized advertising and the sharing of personal data for commercial purposes than older generations. The empirical data was collected through a survey, which was later analyzed through statistical measures.           Conclusion              The results suggested a predominantly neutral attitude among the survey participants regarding personalized advertising and the sharing of personal data for commercial purposes. Moreover, a positive correlation between consumer attitudes and behavioral intention to interact with personalized advertisements was detected. However, the correlation was found to be rather weak, indicating that consumer attitudes are not necessarily the strongest predictor of behavioral intention among Generation Z consumers in regards to personalized advertising.

This study looks to better understand Swedish consumer purchasing intentions in the online second-hand clothing industry. This study examines factors affecting consumers’ intentions to purchase second-hand clothing online, as well as investigating how gender and a person’s general fashion involvement affects their purchasing intention. / Program: Textile Management, Fashion Management