Essays about: "mamalyha"

Found 1 essay containing the word mamalyha.

  1. 1. Relationship Communication and Traditional and Consumer Generated Media

    University essay from Företagsekonomi

    Author : Oleksandr Mamalyha; Zhe Yin; [2012]
    Keywords : relationship communication; relationship marketing; integrated marketing communication; traditional media; consumer generated media; meaning creation;

    Abstract : Executive summary Purpose: Current research [1] compared the differences in terms of perception of trustworthiness and emotional appeal of traditional and consumer generated marketing media and [2] evaluated the correlation between factors of the recently developed relationship communication framework (Finne & Grönroos, 2009) with the perception of a marketing action by actual customers of a firm, to see whether these factors should be considered in firm’s marketing communication strategy. Additionally, the researchers compared the correlations between traditional and consumer generated media types to the relationship communication factors, effectively combining the two researched subjects. READ MORE