Essays about: "Goodvertising"

Found 1 essay containing the word Goodvertising.

  1. 1. Advertising for a good cause or simply good advertising? A quantitative study of the brand-related and social effects of purpose-driven advertising claims.

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

    Author : Stina Hansson; Greta Linander; [2018]
    Keywords : Purpose-driven advertising; Goodvertising; CSR advertising; Social effects of advertising; Value theory;

    Abstract : Brands frequently engage in purpose-driven advertising where they promote a social issue, often without communicating any information about related CSR activities. Still, little is known about the effects of such purpose-driven advertising claims, both on the brands engaging in such advertising (brand-related effects) and the societies in which it is present (social effects). READ MORE