Essays about: "attitude towards the advertisement Aad"

Found 1 essay containing the words attitude towards the advertisement Aad.

  1. 1. Femvertising and its effects on brand image: A study of men’s attitude towards brands pursuing brand activism in their advertising

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Camilla Jacobson; Loubna Katalin Abdallah; Djenane Liasse; Elisabet Lund; [2018]
    Keywords : Brand image; brand activism; femvertising; attitudes toward advertisements Aad ; attitudes toward brands Ab ; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to investigate how brand activism in advertisements (specifically femvertising in this case) affects male consumers’ attitudes towards the brand behind the advertisement Methodology: The study is of qualitative nature, using primary and secondary data. Secondary data were gathered from academic journals forming the foundation for the theoretical framework. READ MORE