Essays about: "Vampire effect"

Found 1 essay containing the words Vampire effect.

  1. 1. The Slender Line from Valentine to Vampire - An experimental study about the appearance of an overshadowing effect on brand recall with the use of influencers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Kim Kassandra Rosengarten; Lucia Luzzi; [2017]
    Keywords : Vampire effect; influencer marketing; brand recall; advertising effectiveness; Business and Economics;

    Abstract : The aim of this study is to investigate (1) whether the use of influencers in advertisements has a negative effect on brand recall in general and (2) which conditions enhance or weaken such a negative effect. A combination of experimental and case based research was applied to establish control (unknown model) and experimental groups (influencer) for different cases in order to test for brand recall under various conditions. READ MORE