Essays about: "Advertising Attributes"
Showing result 1 - 5 of 25 essays containing the words Advertising Attributes.
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1. From cheap to chic: a quantitative study on using comparative transparency as a tool for brand attribute upgrading
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : This thesis constitutes the first attempt to investigate the concept of comparative transparency, a novel type of brand alliance, inspired by comparative advertising and enabled by the growing trend of business transparency in the apparel industry. Broadly, the present study is designed to investigate whether a weak brand can capitalize on the positive attributes of a strong brand merely by being presented as having common manufacturers in an online retailing context. READ MORE
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2. Winning Over Listeners with Podcast Advertising : Exploring the Podcast Audience’s Perception of Commercial Messages in Podcasts and the Role of Podcast Hosts
University essay from Jönköping University/IHH, FöretagsekonomiAbstract : Background: Podcasts are an emerging medium with a steadily growing audience, which is particularly popular among younger generations. This makes them a promising advertising tool that companies can use to reach potential target groups. Therefore, it is crucial to understand how to successfully reach the audience through podcast advertising. READ MORE
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3. Virtual influencers come to the rescue? A quantitative study exploring consumer purchase intentions based on their perceived credibility of virtual influencers, with the mediating role of taste leadership
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The purpose of this research is to investigate the extent to which virtual influencers are perceived as credible sources of advertising and how their credibility attributes affect purchase intention among consumers. Specifically, this study aims to provide a deeper comprehension of this new influencer marketing phenomenon and to guide marketing managers in the understanding of consumer perceptions of virtual influencers. READ MORE
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4. Personalized Marketing - A study examining factors influencing millennials’ intention to act upon personalized advertisements on Facebook
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The fundamental aim of this thesis is to investigate how strongly the Personalized Marketing (PM) factors identified in previous literature correlate with millennials’, aged 24 to 40, intention to act upon personalized advertisements on Facebook. Thereafter, the goal was to compare the extent to which the outcomes varied depending on millennials' age group and gender. READ MORE
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5. Is Sexism in Advertising really Necessary? : A quantitative study about Women's Attitudes towards Quality Attributes within the Female Fast Fashion Industry
University essay from Karlstads universitet/Fakulteten för humaniora och samhällsvetenskap (from 2013)Abstract : Advertising is constantly surrounding us in different shapes, meaning that companies need to stand out in order to invoke people's attention. Advertising reflects the society's current norms which means that the media and society's values affect each other (Fagerström & Nilsson, 2008). READ MORE
