Essays about: "Emotional Marketing"

Showing result 1 - 5 of 125 essays containing the words Emotional Marketing.

1. 1. AI vs. Humans: Who do we trust?: Examining trust in AI among Swedish adults

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

   Author : Rebecka Berg; Gustav Linder; [2024]
   Keywords : Trust in AI; Cognitive trust; Emotional trust; Subjectivity in AI; Decision-making;

   Abstract : This study investigates trust in Artificial Intelligence (AI) among Swedish adults, focusing on how different factors influence this trust and the nuances of AI-human decision-making. A quantitative survey, distributed mainly on Swedish university campuses, centered around four scenarios: Dating, Math, Doctor and Career, aimed at gauging emotional and cognitive trust in AI and the preference for AI or human recommendations across various contexts. READ MORE

3. 2. Men’s perceptions of endorsers : A qualitative study on how brand love affects men when being exposed to influencer marketing versus celebrity endorsement

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Elin Nome; Alicia Lindahl; Olivia Jonsson; [2023]
   Keywords : Brand Love; Influencer Marketing; Social Media Influencer SMI ; Celebrity Endorsement; Endorsers; Men; Source Credibility;

   Abstract : Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. READ MORE

4. 3. Love is all you need - Defining the concept of love brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lisa Lindenmeyer; Franziska Seifried; Alma Varga; [2023]
   Keywords : brand love; brand-customer relationship; brand loyalty; love brands; Business and Economics;

   Abstract : Purpose: The term “love brand” has recently become a buzzword among marketing practitioners. Therefore, the purpose of this paper is to define this concept, its elements, and how customers express the love they feel towards their love brand(s) in order to create a shared understanding among practitioners and the academic world. READ MORE

5. 4. Seeking License to Operate in Times of Uncertainty: A discourse analysis of how a GRO communicates to obtain loyalty during a prevailing inflation

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Oskar Nordström; [2023]
   Keywords : Public Relations; Corporate Communication; Digital Marketing Communication; Customer Loyalty; Inflation; Grocery Retail Operator; Grocery Retail Industry; Social Sciences;

   Abstract : During recent years, Swedish society has been affected by circumstances causing conditions for uncertainty. Since the beginning of 2022 the prevailing inflation has caused further implications on societal, organizational and individual levels. Due to the economic difficulties, grocery prices have increased significantly. READ MORE

6. 5. Hole-in-one Experiences : Evaluating the Impact of Experiential MarketingDimensions on Customer Engagement and LoyaltyWithin the Golf Course Industry

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Zachary Sporn; [2023]
   Keywords : Experiential Marketing; Golf Industry; Customer Engagement; Customer Loyalty; Emotional Response; Recreational Sports;

   Abstract : Background: The leisure and recreational sports market, a multibillion-dollar industry, isexperiencing a transformative shift. With increased competition and changing consumerdemographics, businesses and facilities are seeking innovative strategies to ensure customerretention and maintain profitability. READ MORE