Browsing by Subject "buying behaviour"
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Item Restricted An exploration of international student loneliness : What can German universities do to help?(2024) Stojkovski, Zlatko; Hynes, Jennifer; Ippendorf, Niko; Faculty of Business Administration; Berlin International University of Applied SciencesItem Restricted Examination of relationships between New Ways of Working and Job-Related Outcomes(2024) Engürel, Selenay; Hafez, Ehab Abdel; Koç, Hasan; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: This thesis investigates the role of brand personality in shaping consumer behavior, with a particular emphasis on the multinational demographic aged 18-35 living in Germany. This study aims to determine how various brand personality traits such as sincerity, competence, excitement, robustness, and sophistication influence the consumer behavior variables that constitute consumer trust, satisfaction, perception, and purchase intention. This qualitative research aims to provide significant insights for companies that are considering strategically positioning their brands in the global marketplace by conducting a thorough survey and statistical analysis. Furthermore, the study's findings aim to contribute to the existing research on brand personality and consumer behavior by providing practical suggestions for companies to improve their branding strategies and promote stronger customer-brand interactionsItem Restricted Loneliness in students : A Qualitatlive Study on Student Experience of Loneliness in Berlin, Germany(2024) Katz, Aviv; Ippendorf, Niko; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: This thesis investigates the complexity between consumer decision making for repurchase intention and past shopping experiences specifically in the sector of luxury goods. By analyzing the difference between online and in-store shopping experiences, this study aims to uncover and explore the factors that could influence the consumer's likelihood to repurchase luxury goods. Through a comprehensive survey and statistical analysis, this quantitative research seeks to provide valuable insights for businesses in the luxury goods industry that are seeking to optimize their marketing strategies and brand identity. Furthermore, the findings of this study aim to contribute to the existing literature and knowledge on consumer repurchase intentions and to assist marketers in making informed decisions to enhance their consumer satisfaction and loyalty in the luxury goods sectorItem Restricted Uncertainty avoidance : a systemic literature review regarding cultural differences(2024) Elmali, Nazli Asli; Artinger, Florian; Ippendorf, Niko; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: This thesis compared compelling stories within the consumer psychology framework to explore luxury brands' buyer persona. The research question was as follows: "How do compelling stories created by luxury brands affect consumers' brand perceptions, loyalty, status and conspicuous consumption?" In order to find an answer to this question, the effects of luxury brands' compelling stories on consumers were examined, and the brands' marketing strategies, brand value, and their effects on the consumer were analyzed in detail. This study emphasizes the importance of understanding brand perception, loyalty, and the search for status and ostentation to understand luxury consumer psychology. In the thesis, Louis Vuitton was chosen as a case study, and the brand's strategic elements, such as history and heritage, quality, design, and distribution channels, were analyzed. In particular, the way in which the brand creates compelling stories and its impact on consumers through Louis Vuitton's prominent campaigns were evaluated. The study was conducted using qualitative research methods, such as Customer Journey and the 5A, Maslow's Hierarchy of Needs, the EKB Model, and Persona Marketing. Secondary data available in the literature was collected, and the brands' campaigns from past to present were observed. The results show that compelling stories positively affect consumer behavior, supporting brand perception, loyalty, status, and conspicuous consumption. The findings revealed in detail the role of luxury brands' compelling story strategies on consumer psychology, and customer profiles were created to discover Louis Vuitton's buyer personas