Essays about: "Comparative advertising brand"

Showing result 1 - 5 of 7 essays containing the words Comparative advertising brand.

1. 1. From cheap to chic: a quantitative study on using comparative transparency as a tool for brand attribute upgrading

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Adrian Brännstam; Simon Eliasson; [2023]
   Keywords : Brand alliances; Business Transparency; Comparative Advertising; Brand- and Product Quality Perceptions; Brand Attribute Upgrading;

   Abstract : This thesis constitutes the first attempt to investigate the concept of comparative transparency, a novel type of brand alliance, inspired by comparative advertising and enabled by the growing trend of business transparency in the apparel industry. Broadly, the present study is designed to investigate whether a weak brand can capitalize on the positive attributes of a strong brand merely by being presented as having common manufacturers in an online retailing context. READ MORE

3. 2. I Would Not Buy From That Brand! : A Comparative Study of Generation X, Y, and Z’s Brand Avoidance Behaviours Towards Fast Fashion Brands

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Amanda Utbys Nerac; Veera Niemi; [2021]
   Keywords : Generation X; Generation Y; Generation Z; Fast Fashion; Fast Fashion Brands; Anti-Consumption; Brand Avoidance;

   Abstract : Background: Several fast fashion brands have been criticised regarding their business practices, with poor working conditions in developing countries and use of toxic chemicals. Subsequently, many consumers have turned to anti-consumption practices such as brand avoidance to distance themselves from various fast fashion brands. READ MORE

4. 3. Do You Dare to Compare? The Effects of Comparative Advertising on Consumer Responses Towards the Advertised and Attacked Brands - A Case Study of Arla Foods and Oatly

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

   Author : Louise Håkansson; Ebba Norberg; [2020]
   Keywords : Comparative Advertising; Market Position; Advertising Value; Malicious Comparative Advertising; Hierarchy of Effects;

   Abstract : In 2014, a long-stretched feud began between dairy company Arla Foods and oat milk company Oatly, and is continuously ongoing. The rivalry between the two companies includes advertising where the companies target one another, in different ways. READ MORE

5. 4. Sports sponsorship in Poland: A comparative study of companies’ sponsorship processes

   University essay from Malmö universitet/Fakulteten för lärande och samhälle (LS)

   Author : Dorota Celczynska; [2020]
   Keywords : Sponsorship; Sports event; Poland; Decision-making; Exchange process;

   Abstract : Sports sponsorship has become a global and multi-billion dollar business. It is an integral part of the company's marketing strategy and viewed as a highly effective form of advertising. READ MORE

6. 5. The Slender Line from Valentine to Vampire - An experimental study about the appearance of an overshadowing effect on brand recall with the use of influencers

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Kim Kassandra Rosengarten; Lucia Luzzi; [2017]
   Keywords : Vampire effect; influencer marketing; brand recall; advertising effectiveness; Business and Economics;

   Abstract : The aim of this study is to investigate (1) whether the use of influencers in advertisements has a negative effect on brand recall in general and (2) which conditions enhance or weaken such a negative effect. A combination of experimental and case based research was applied to establish control (unknown model) and experimental groups (influencer) for different cases in order to test for brand recall under various conditions. READ MORE