Essays about: "BRAND advertising research thesis"

Showing result 1 - 5 of 86 essays containing the words BRAND advertising research thesis.

  1. 1. Activism, Ads & Allyship: A Quantitative Study on Corporate Social Activism Communication and its effects on Consumers

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Disha Monga; Vaaruni Venkatesh; [2023]
    Keywords : corporate socio-political activism; brand activism; woke-washing; CSA advertising; consumer-brand alignment;

    Abstract : This thesis identifies three distinct ways in which brands communicate their socio-political activism stance. Further it analyses the effect of these types of Corporate Socio-Political Advocacy (CSA) communication on consumer perceptions and intentions. READ MORE

  3. 2. Gillette ‘We believe: the best men can be’ – the advertisement that shaved itself off the market.

    University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

    Author : Merel Cheng; Lisa Frommann; [2023]
    Keywords : Gillette; advertising; advertisement; marketing; brand; gender; masculinity; backlash;

    Abstract : Background:  The 2019 Gillette advertisement ‘We believe: the best men can be’ was released when the #MeToo movement was gaining momentum. The commercial addressed conventional ideas of masculinity and received a lot of public criticism for its message. READ MORE

  4. 3. Shifting Gears: Entering the Automotive Vertical

    University essay from Lunds universitet/Innovationsteknik

    Author : Tobias Anderberg; Axel Svensson; [2023]
    Keywords : Online automotive advertising; performance-based pricing; classifieds; marketplaces; transactional models; monopolistic markets.; Technology and Engineering;

    Abstract : Tradera, Sweden's leading online marketplace for circular consumption, is considering entering the online automotive advertising market in Sweden as a new vertical to diversify its business. This thesis aims to determine if Tradera should enter the online automotive advertising market and to propose a strategic roadmap for entry if it is determined to be beneficial. READ MORE

  5. 4. The Creator Effect: A quantitative study of the impact on consumer perceptions and judgements when exposed to an AI-created advertisement

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Elina Heidenborg; Linnea Kaveryd; [2023]
    Keywords : artificial intelligence; advertising; consumer perceptions; the machine heuristic; advertising outcomes;

    Abstract : Artificial intelligence is expected to disruptively change the future of marketing, and the benefits of the technology are widely known. However, despite a general skepticism around AI, there is still a lack of research investigating consumer perceptions in the field. READ MORE

  6. 5. Consumers behavior during the Covid-19 pandemic : A quantitative study on consumers' experience and purchase decision about fast fashion advertising on social media during the Covid-19 pandemic

    University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

    Author : Elin Jalmgård Väkeväinen; Josephine Martinelle; [2022]
    Keywords : Social media; online advertising; vivid advertising; interactive communication; OBA; online consumer behavior and consumer purchase decision.;

    Abstract : Bakgrund: Sociala medier har blivit en plattform för kommunikation mellan företag och konsumenter. Konsumenter kan samla information innan ett köp och därför är annonsering på sociala medier ett strategiskt verktyg för att rikta in sig på konsumenter och skapa behov. READ MORE