Essays about: "Christian Gylche"

Found 1 essay containing the words Christian Gylche.

  1. 1. Inkongruenta Sponsorsamarbeten: Att skapa bättre kommunikationseffekter genom användandet av förklarande länkar

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

    Author : Christian Gylche; Marcus Robell; [2008]
    Keywords : Sponsorship; Marketing; Incongruence;

    Abstract : In a world with increasing media buzz and tougher challenges for marketers to break through all the clutter before reaching the consumer, working with incongruence has become a mean to stand out from the crowd. Incongruence is the discrepancy between the marketing communication and the already established brand attributes with the consumer. READ MORE