Essays about: "Brand feelings"

Showing result 16 - 20 of 40 essays containing the words Brand feelings.

  1. 16. Sexually Objectified Male Portrayals in Fashion Advertisements : Swedish Male Adults Perspectives and Attitudes towards the male portrayals and its Effects on Brand Image

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Kyoko Yamashita; Emma Stenson; [2019]
    Keywords : Gender Stereotype; Sexual objectification; Advertising; Consumer attitudes; Male portrayals; Brand image; Attitude-towards-the-Ad model;

    Abstract : Background: For decades, gender representation in advertising has occupied the attention of researchers, where especially advertising that depicts women sexually has been well examined. However, relatively few research works have investigated the sexualization and objectification of men in advertising, although it is starting to change. READ MORE

  3. 17. Brands as Politicians - How Consumers Morally Judge Advocacy Advertising

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lena Maria Halberstadt; Carolin Schumacher; [2019]
    Keywords : Advocacy Advertising; Political Debates; Morality; Moral Identity; Moral Judgments; Moral Authenticity; Nike; Gillette; Pepsi; Business and Economics;

    Abstract : Purpose: The purpose of this research was to understand how consumers morally judge advocacy advertising in contemporary consumer culture. The phenomenon was explored with the help of three case studies, namely Nike, Gillette, and Pepsi, all being brands who have taken a political stance in their advertisement campaigns. READ MORE

  4. 18. Gay-themed advertising in a cultural context

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Fleur Querida Dassen; Sofi Hagander; Adrián Vázquez Anido; [2019]
    Keywords : Brand image; Brand feelings; Brand associations; Culture; Gay-themed advertising; Business and Economics;

    Abstract : Abstract Aim: The purpose of this research is to investigate cultural differences in the perception of brand image when portraying gay lifestyle in advertising in Sweden and Spain. Approach: This study is based on a qualitative approach. READ MORE

  5. 19. Speak up or stay quiet

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Karel Jorg William Burggraaf; Dennis Larsson Taengh; [2019]
    Keywords : CSR; CSM; CEO activism; brand activism; comparative CSR; social activism; political activism; brand equity; brand awareness; brand image; brand credibility; brand feelings; brand engagement; brand community; purchase intent.; Business and Economics;

    Abstract : Purpose and aim – The increased polarization in society results in the fact that companies are increasingly being called upon by consumers to take a stance on controversial socio-political issues. This contemporary phenomenon is defined as CEO/brand activism, and it is particularly prevalent in the United States. READ MORE

  6. 20. Branding in the automotive industry: The role of product experience in the buying process of the premium segment in Sweden.

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Oliver Carlberg; Oscar Kjellberg; [2018]
    Keywords : Product experience; Branding; Buying process; Premium segment; Automotive industry;

    Abstract : Purpose: The purpose of this study is to analyze and obtain a deeper understanding regarding the role of prior and present product experience and its impact on the buying process of an automobile within the premium segment in Sweden.   Problem: A research gap has been identified regarding the connection between a product experience and its actual role in the buying process of a premium automobile. READ MORE