Essays about: "Brand Familiarity"

Showing result 21 - 25 of 29 essays containing the words Brand Familiarity.

1. 21. Copycats - a research concerning the attitudes consumers' has when familiar companies copies less familiar companies

   University essay from Institutionen för marknadsföring (MF)

   Author : Viktor Lindh; Anders Ollevik; [2013]
   Keywords : ;

   Abstract : The goal of this paper was to explore the type of attitudes with regards to the ABC-model consumer has towards familiar brands that use copycatting as a persuasion attempt. This was done in order to highlight the phenomena and to determine if brand familiarity affects consumers’ attitudes towards copycats. READ MORE

3. 22. Covert online video marketing: A quantitative study of the possibilities and pitfalls of covert online video marketing

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

   Author : Gabriella Fries; Desirée Hylander; [2013]
   Keywords : covert online video marketing; covert marketing; brand attitude; purchase intention; trustworthiness;

   Abstract : Marketing that disguises the true source of a commercial message is often referred to as covert marketing. Online marketing videos that are uploaded by brands with the purpose of appearing to be made by fans/consumers have been identified; a phenomenon defined as covert online marketing videos (COMVs). READ MORE

4. 23. GONE IN 60 SECONDS? - Crisis management in a social media context

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

   Author : Eleanor Lichtenstein; Emelie Söderström; [2013]
   Keywords : Social Media; Facebook; Flash Crises; crisis managment; electronic word of mouth;

   Abstract : The spring of 2013 has seen a spurge of discussion concerning web-hate, where both individuals and companies have been affected. Social media presents opportunities to build customer relationships, but besides inviting users to like, share and comment on a brand's fan page, companies' presence on Facebook has made complaints and criticism public. READ MORE

5. 24. Corporate Visual Identity of the Housing Company Karlskronahem : Evaluation and Possible Improvements

   University essay from Blekinge Tekniska Högskola/Sektionen för datavetenskap och kommunikation

   Author : Aleš Sapač; Monika Senčar; [2013]
   Keywords : Corporate visual identity; CVI; logotype; color; typography; brand name; design; web site; web site design; content; aesthetics; navigation; usability; user-interface design;

   Abstract : Corporate visual identity (CVI) plays a significant role in the way an organization presents itself to both internal and external stakeholders as well as expresses the values and ambitions of an organization, its business, and its characteristics. The main purpose of this study is to evaluate five elements of CVI: color, typography, company name, logo and web site. READ MORE

6. 25. The Employer Brand as a Symbolic Resource - Generation Y "consumption" of the Employer Brand

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lina Bredberg; Linnea Lööw; [2013]
   Keywords : Employer Branding; Identity Creation; Generation Y; The Postmodern Consumer and the ‘consumption of the employer brand’.; Business and Economics;

   Abstract : The postmodern western society has influenced the labour market, which is now said to become increasingly similar to the contemporary consumer market. Furthermore, a new generation, Generation Y, has emerged on the labour market and contributes to this development. READ MORE