Essays about: "Jasmin Ansari-Dunkes"

Found 1 essay containing the words Jasmin Ansari-Dunkes.

  1. 1. Facebook & Brand Equity : Firm-created advertising and its effects on the consumer mindset

    University essay from Företagsekonomi

    Author : Kaya van Enckevort; Jasmin Ansari-Dunkes; [2013]
    Keywords : Facebook; Fanpages; consumer motivations; firm-created advertising; perceived advertising value; consumer brand-related activities; brand equity; brand perceptions; brand image; brand attitude; consumer behaviour; marketing; brand management;

    Abstract : This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertising and its effects on the consumer mindset. READ MORE