Essays about: "Imke Van Deest"

Found 2 essays containing the words Imke Van Deest.

1. 1. Empowered Women - Empowered Sales? The Effect of Femvertising on Consumers’ Attitudes towards the Ad, Brand Gender Perception, and Purchase Intention

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Imke van Deest; Bettina van der Stelt; [2019]
   Keywords : femvertising; advertising; brand gender; purchase intention; consumer perception; Business and Economics;

   Abstract : The purpose of this study is (1) to investigate the direct influence of femvertising on female consumers’ attitudes towards the ad, brand gender perception as well as purchase intention and (2) to test the indirect effect of femvertising through attitudes towards the ad and brand gender perception on purchase intention. This study used a random independent group design, assigning the survey respondents into two groups, which were either exposed to a femvertising ad or to a traditional advertising. READ MORE

3. 2. Are you telling it like it is?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Reka Ines Tolg; Julia Ausserdorfer; Imke van Deest; [2009]
   Keywords : Business and Economics;

   Abstract : .... READ MORE