Essays about: "Congruity"

Showing result 11 - 15 of 23 essays containing the word Congruity.

1. 11. Do we want to see the whole picture? - A study of multicultural portrayals in advertising, extended effects and the cultural context

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

   Author : Oscar Theblin; Rebecca Aflaki; [2017]
   Keywords : Cultural cues; Congruity theory; Empathy; Extended advertising effects; Multicultural advertising;

   Abstract : Over the last decades, globalization has driven demographic change in societies around the world. This shift demand marketers' attention in assessing the implications that may follow from a more ethnically diverse marketplace. READ MORE

3. 12. Sexism in Advertising : A Qualitative Study of the Influence on Consumer Attitudes Towards Companies

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Hanna Andersson; Emilia Schytt; [2017]
   Keywords : Women in Advertising; Sexist Advertising; Congruity; Incongruity; Gender Differences; Consumer Attitudes;

   Abstract : .... READ MORE

4. 13. PaySim Financial Simulator : PaySim Financial Simulator

   University essay from Blekinge Tekniska Högskola/Institutionen för datalogi och datorsystemteknik

   Author : Ahmad Elmir; [2016]
   Keywords : multi-agent based simulation; fraud detection; retail fraud; synthetic data;

   Abstract : The lack of legitimate datasets on mobile money transactions toperform research on in the domain of fraud detection is a big prob-lem today in the scientic community. Part of the problem is theintrinsic private nature of mobile transactions, not much infor-mation can be exploited. READ MORE

5. 14. Nail it! - The impact of creative product variant names on purchase intention for cosmetics

   University essay from Göteborgs universitet/Graduate School

   Author : Liv Lindstedt; Johanna Nilsson; [2014-12-05]
   Keywords : Creativity; Purchase Intention; Product Variant Names; Branding; Cosmetics; Symbolism;

   Abstract : In this study we examine if creative product names impact consumers’ purchase intention for cosmetics. By combining previous literature about creativity, branding, self-congruity and hedonic consumption we hypothesised that hedonic products, exemplified by cosmetics, should benefit from creative names. READ MORE

6. 15. The Commercial Chameleons on Social Network Sites - How native advertising affects ad and brand attitude among social network site users

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

   Author : Julie Rosenthal Brydolf; Caroline Söderberg; [2014]
   Keywords : social network sites; ad-context congruency; native advertising; task orientation; consumer attitude;

   Abstract : With the increased volume of commercial content online most social network sites have adopted so-called "native" advertising on their websites to convey marketing messages more subtly. As an increased share of advertising budgets is spent on this form of advertising this essay aims to examine its effects on ad attitude and brand attitude among social network site users. READ MORE