Essays about: "Advertising Equity"
Showing result 6 - 10 of 25 essays containing the words Advertising Equity.
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6. The perceived innovativeness of the manufacturing process and perceived product quality. The case of creative and technology-intensive industries.
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title: The perceived innovativeness of the manufacturing process and perceived product quality. The case of creative and technology-intensive industries. READ MORE
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7. The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose The purpose of this study is to examine influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. Methodology An integrative mixed method approach, with qualitative pre-study for scale development and a quantitative (n=222) main study, has been applied for testing the communication forms effect on the concepts. READ MORE
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8. Like, Comment & Subscribe
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Despite influencer marketing being an increasingly popular marketing communications strategy for practitioners today, little academic research has explored how to best execute influencer marketing campaigns in order to generate the highest advertising effectiveness and consumer--perceived value. By looking at influencers as celebrity endorsers who are applying an advertising approach perspective, the purpose of the thesis is to investigate what combination of type of influencer and type of advertising message is most suitable in picture--based and video-- based content community settings respectively. READ MORE
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9. The Effects of Brand-Context Congruence
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of this study is to examine if brand-context congruence has an effect on customer-based brand equity and whether brand image impacts this relationship. The relationship between an ad and the surrounding context, so called context congruence, has gained a lot of attention. READ MORE
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10. This ad's for you... and you: Brand management for multiple stakeholders
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Background: In the competitive market for modern retailing, brand management is concerned with attracting and retaining both external and internal stakeholders. While brand building and marketing efforts have traditionally focused on building customer-based brand equity, another stream has emerged - internal branding that focuses on human capital and employee-based equity. READ MORE