Essays about: "Janna Löhr"

Found 1 essay containing the words Janna Löhr.

  1. 1. Breaking Harmful Social Norms: the Effects of Norm-Breaking Advertisements on Brand Image

    University essay from Göteborgs universitet/Graduate School

    Author : Evelina Lundmarck; Janna Löhr; [2015-07-08]
    Keywords : Social Marketing; Commercial Marketing; Norm-breaking Advertisements; Stereotypes; Gender-Roles; Traditional Family; Brand Image;

    Abstract : Abstract: Current paper proposes a novel marketing approach that originates from the intersection of social and commercial marketing, suggesting that social and commercial goals have the potential to be combined in advertisement by transgressing harmful social norms. The research was undertaken in order to tests the effects of advertisements breaking harmful social norms compared to advertisements following and reinforcing existing harmful social norms with regard to the beholder’s perception of the brand image. READ MORE