Essays about: "Brand Familiarity"

Showing result 16 - 20 of 29 essays containing the words Brand Familiarity.

  1. 16. How does celebrity endorsement affect consumers' perception on brand image and purchase intention?

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Martin Johansson; Ömer Bozan; [2017]
    Keywords : ;

    Abstract : Having a celebrity endorse a product has in previous research been shown to increase both sales and brand awareness for companies. Celebrity endorsement can also be used by companies as a marketing communication strategy to build brand image. As a result of this, companies pay millions of dollars to have a celebrity endorse their products. READ MORE

  3. 17. A Consumer Study of Chinese Smartphones Influences of Purchase Intention in Sweden

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Natalia Lopez; Tianyao Zhang; [2017]
    Keywords : International Marketing; Consumer Behavior; Purchase Intention; Brand Familiarity; Product Quality; Country of Origin; Huawei; Chinese smartphones; marketing strategy.; Social Sciences;

    Abstract : Title: A Consumer Study of Chinese Smartphones: Influences of Purchase Intention in Sweden Seminar Date: May 31st 2017 Course: BUSN39 Business Administration: Global Marketing Authors: Natalia Lopez Casco and Tianyao Zhang Supervisor: Ulf Johansson Key Words: International Marketing; Consumer Behavior; Purchase Intention; Brand Familiarity; Product Quality; Country of Origin; Huawei; Chinese smartphones; marketing strategy. Purpose: The purpose of this research was to explore the elements that influence purchase intention of Chinese smartphones in Sweden. READ MORE

  4. 18. The Slender Line from Valentine to Vampire - An experimental study about the appearance of an overshadowing effect on brand recall with the use of influencers

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Kim Kassandra Rosengarten; Lucia Luzzi; [2017]
    Keywords : Vampire effect; influencer marketing; brand recall; advertising effectiveness; Business and Economics;

    Abstract : The aim of this study is to investigate (1) whether the use of influencers in advertisements has a negative effect on brand recall in general and (2) which conditions enhance or weaken such a negative effect. A combination of experimental and case based research was applied to establish control (unknown model) and experimental groups (influencer) for different cases in order to test for brand recall under various conditions. READ MORE

  5. 19. Music Control in the Car – Designing voice interactions between user and a music service with a focus on in-car usage

    University essay from KTH/Skolan för datavetenskap och kommunikation (CSC)

    Author : Caroline Arkenson; [2016]
    Keywords : voice interaction; in-car technology; music listening; röstinteraktion; teknik i bilen; musiklyssnande;

    Abstract : Music is an important part of people’s lives and thanks to technology development music is more accessible than ever. It creates a pleasant auditory environment in many situations such as when driving, and in-car music streaming is one of the most requested features amongst drivers. READ MORE

  6. 20. A Story about Repetition - A quantitative study on how repetition affects advertising effectiveness for advertising that tells a story

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

    Author : Sandra Olsson; Veronica Romero; [2014]
    Keywords : Storytelling; Repetition-Variation Strategies; Brand Familiarity; Advertising Effectiveness;

    Abstract : Despite the wide application of storytelling in marketing communication there has been relatively little theoretical research within this area. More research is needed in order to understand what effect repetition has on advertising effectiveness for advertising that tells a story. READ MORE