Essays about: "Brand Image Incongruity"

Found 2 essays containing the words Brand Image Incongruity.

  1. 1. The Risks of Shock Advertising for Non-profit Organizations : A qualitative study of the effects of shock advertising on consumer processing and evaluation

    University essay from Karlstads universitet/Handelshögskolan (from 2013)

    Author : Ola Olofsson; Marcus Funke; [2020]
    Keywords : Brand Image Incongruity; Shock Advertising; Consumer Processing; Consumer Evaluation; Brand Evaluation;

    Abstract : The use of shock advertising as a means to attract consumers’ attention has been prevalent during the last decade. This is especially true in the case of non-profit organizations, where consumers are more lenient to incongruent and explicit imagery. READ MORE

  3. 2. In an unexpected fashion - Effects of using brand-incongruent models in fashion ads

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

    Author : Sofia Hellsten; Adam Åbonde; [2013]
    Keywords : Incongruity; Advertising; Attitude; CSR; Brand;

    Abstract : Every day we encounter an abundance of advertising messages that condition social behaviours. Negative changes in society are often attributed to this, creating a debate about the unwanted effects of advertising. READ MORE