Advanced search

Found 2 essays matching the above criteria.

1. 1. The Slender Line from Valentine to Vampire - An experimental study about the appearance of an overshadowing effect on brand recall with the use of influencers

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Kim Kassandra Rosengarten; Lucia Luzzi; [2017]
   Keywords : Vampire effect; influencer marketing; brand recall; advertising effectiveness; Business and Economics;

   Abstract : The aim of this study is to investigate (1) whether the use of influencers in advertisements has a negative effect on brand recall in general and (2) which conditions enhance or weaken such a negative effect. A combination of experimental and case based research was applied to establish control (unknown model) and experimental groups (influencer) for different cases in order to test for brand recall under various conditions. READ MORE

3. 2. Bridging gaps: Professional positioning in mass retail and the effects on a brand’s perceived quality – The Syoss case

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Miranda Rincon; Kim Kassandra Rosengarten; Jan Ziegler; [2016]
   Keywords : Business and Economics;

   Abstract : .... READ MORE