Essays about: "Andrea Boodh"

Found 2 essays containing the words Andrea Boodh.

1. 1. Avant-Garde for the Masses - A Study of Consumer Perception of Avant-Gardist Designer Brands after Collaborating with Mainstream Fashion

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Andrea Boodh; Caroline Foerster; [2014]
   Keywords : Fashion; Co-branding; Avant-garde; Brand Alliances;

   Abstract : The use of intra-industrial co-branding within fashion has increased dramatically over the last decades, with a wide range of partner combinations including even avant-garde fashion designers. These brands are often licensing collaborations with mainstream mass-market brands, but with uncertain effects for their brands. READ MORE

3. 2. Is a No Ad the New Ad? A Comparative Study of Consumers' Perceptions of Non-Advertising and Advertising Brands

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Josefine Bonnevier; Andrea Boodh; [2011]
   Keywords : signaling effects; third-person effect; creativity; non-advertising brands; communication strategy;

   Abstract : Consumers are today continuously exposed to advertising, which value is increasing to brands. The advertising amount has long been recognized as a major driving force to signaling effects, and thus revenues. However, several brands distinguish themselves by setting their advertising amount to zero. READ MORE