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dc.contributor.authorLindstedt, Liv
dc.contributor.authorNilsson, Johanna
dc.date.accessioned2014-12-05T12:34:44Z
dc.date.available2014-12-05T12:34:44Z
dc.date.issued2014-12-05
dc.identifier.urihttp://hdl.handle.net/2077/37683
dc.descriptionMSc in Marketing and Consumptionsv
dc.description.abstractIn this study we examine if creative product names impact consumers’ purchase intention for cosmetics. By combining previous literature about creativity, branding, self-congruity and hedonic consumption we hypothesised that hedonic products, exemplified by cosmetics, should benefit from creative names. An experiment including nearly 700 respondents tested creative product names within three selected categories against alpha-numeric names. The results of the experiment revealed that two out of three categories, Geography and Animals & Nature, increased purchase intention among consumers on a statistically significant level. For the third category, Sex & Romance, the results were not significant. Altogether, we conclude that creative product names, particularly those with strong symbolic meanings, positively affect purchase intention for cosmetics.sv
dc.language.isoengsv
dc.relation.ispartofseriesMaster Degree Projectsv
dc.relation.ispartofseries2014:104sv
dc.subjectCreativitysv
dc.subjectPurchase Intentionsv
dc.subjectProduct Variant Namessv
dc.subjectBrandingsv
dc.subjectCosmeticssv
dc.subjectSymbolismsv
dc.titleNail it! - The impact of creative product variant names on purchase intention for cosmeticssv
dc.typeText
dc.setspec.uppsokSocialBehaviourLaw
dc.type.uppsokH2
dc.contributor.departmentUniversity of Gothenburg/Graduate Schooleng
dc.contributor.departmentGöteborgs universitet/Graduate Schoolswe
dc.type.degreeMaster 2-years


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