Essays about: "Brand-Incongruent Communication"

Found 2 essays containing the words Brand-Incongruent Communication.

1. 1. An Unexpected Tale - A study of incongruity effects on storytelling in advertising

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

   Author : Mathilda Eriksson; Kristin Hedlund; [2014]
   Keywords : Advertising Effectiveness; Storytelling; Incongruity; Branding;

   Abstract : This thesis investigates the effects brand incongruity has on advertising effectiveness for story-based communication. The role of ad-brand incongruity has been tested for argumentative advertising before. However, there still exist some knowledge gaps, one of them being how incongruity relates to corporate storytelling. READ MORE

3. 2. Going Viral - The Role of Brand-Incongruent Communication, Sender and Brand Connection in the spreading of communication on Social Media

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

   Author : Alexandra Drissner; Sofia Kjellström; [2012]
   Keywords : Viral Marketing; Social Media; Brand-Incongruent Communication; Sender; Brand Connection;

   Abstract : Social media is increasingly used for marketing activities and marketers are counting on consumers to spread their communication online. However, research in terms of what makes a campaign a viral success is limited. READ MORE