Essays about: "Emotional and Rational Communication"

Showing result 1 - 5 of 14 essays containing the words Emotional and Rational Communication.

  1. 1. Seeking License to Operate in Times of Uncertainty: A discourse analysis of how a GRO communicates to obtain loyalty during a prevailing inflation

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Oskar Nordström; [2023]
    Keywords : Public Relations; Corporate Communication; Digital Marketing Communication; Customer Loyalty; Inflation; Grocery Retail Operator; Grocery Retail Industry; Social Sciences;

    Abstract : During recent years, Swedish society has been affected by circumstances causing conditions for uncertainty. Since the beginning of 2022 the prevailing inflation has caused further implications on societal, organizational and individual levels. Due to the economic difficulties, grocery prices have increased significantly. READ MORE

  3. 2. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

    University essay from

    Author : Alice Sbrogio; Kristian Shamon; [2023]
    Keywords : sustainability; advertisement; laundry detergents; deception; trust; purchase intention; rational appeal; emotional appeal;

    Abstract : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. READ MORE

  4. 3. Holistic view of brand equity and sustainability activities : A qualitative study in the transport sector

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Anna Petterson; [2022]
    Keywords : Sustainability activities; Brand equity; Brand identity; Brand reputation;

    Abstract : Purpose - The purpose of the study is to explore how sustainability activities are perceived as a part of a company’s brand equity and brand reputation in a B2B context within the transport sector. This is studied from the perspectives of the supplier as well as of its customers. READ MORE

  5. 4. Influencing consumer behavioural intentions: Reducing household water consumption

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Daria Granina; [2022]
    Keywords : Emotional and Rational Communication; Advertising Appeals; Intention to Behave Sustainably; Message Tailoring; Persuasive Sustainability Communication; Strategic Communication; Elaboration Likelihood Model; ELM; Theory of Planned Behaviour; TPB; Social Sciences;

    Abstract : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. READ MORE

  6. 5. When mitigation of xenophobia becomes part of the humanitarian agenda : an examination of the social cohesion strategies in the Venezuelan migration situation

    University essay from Uppsala universitet/Teologiska institutionen

    Author : Linnea Lovisa Karlsson; [2020]
    Keywords : Communication strategies; Do No Harm; Intergroup Contact theory; intergroup relations; migration; prejudice; social cohesion; social dynamics; xenophobia;

    Abstract : Xenophobia ‘fear and hatred of strangers’ has become part of the international humanitarian agenda with the increased human mobility due to complex emergencies. Nevertheless, there is a knowledge gap in how to address such a complex social problem. READ MORE