Essays about: "Attitude-towards-the-ad"
Showing result 1 - 5 of 6 essays containing the word Attitude-towards-the-ad.
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1. Examining Consumers' Perception and Attitude towards Different Product Settings Presented within Advertisements
University essay from Södertörns högskola/Institutionen för samhällsvetenskaperAbstract : Today, it has become increasingly challenging for firms to communicate with their target audiences, due to the amount of media noise present in the contemporary market. In this study, the author examines how consumers perceive different product settings that are presented within advertisements, and how this affects their attitude toward the ad, with hopes that it will lead to new insights on how the visual element of product setting can be enhanced to create messages that better connect and resonate with consumers in today’s overcrowded market. READ MORE
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2. Sexually Objectified Male Portrayals in Fashion Advertisements : Swedish Male Adults Perspectives and Attitudes towards the male portrayals and its Effects on Brand Image
University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomiAbstract : Background: For decades, gender representation in advertising has occupied the attention of researchers, where especially advertising that depicts women sexually has been well examined. However, relatively few research works have investigated the sexualization and objectification of men in advertising, although it is starting to change. READ MORE
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3. Empowered Women - Empowered Sales? The Effect of Femvertising on Consumers’ Attitudes towards the Ad, Brand Gender Perception, and Purchase Intention
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of this study is (1) to investigate the direct influence of femvertising on female consumers’ attitudes towards the ad, brand gender perception as well as purchase intention and (2) to test the indirect effect of femvertising through attitudes towards the ad and brand gender perception on purchase intention. This study used a random independent group design, assigning the survey respondents into two groups, which were either exposed to a femvertising ad or to a traditional advertising. READ MORE
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4. Sexual Objectification of Women in Advertisements: The Influence of Consumer Attitudes on Brand Image
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Problematisation: Previous findings on the use of female sexual objectification in advertising have been mixed and inconsistent. A social shift in society in combination with the presence of sexually objectifying advertisements have created a need to understand consumer attitudes towards brands that make use of these advertisements in the current landscape. READ MORE
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5. Inkongruenta Sponsorsamarbeten: Att skapa bättre kommunikationseffekter genom användandet av förklarande länkar
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : In a world with increasing media buzz and tougher challenges for marketers to break through all the clutter before reaching the consumer, working with incongruence has become a mean to stand out from the crowd. Incongruence is the discrepancy between the marketing communication and the already established brand attributes with the consumer. READ MORE
