Essays about: "Likability"

Showing result 6 - 10 of 10 essays containing the word Likability.

  1. 6. Are Pop-Cultural References in Advertising Funny Enough?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Agata Anna Gornik; Sabine Ljunggren; [2017]
    Keywords : Humor; Pop-Cultural References; Advertising; Likability; Purchase Intention; Business and Economics;

    Abstract : The purpose of this research is to extend the theory of humor research and add a new nuance to humor theory. Additionally, the study intends to measure the effect different humorous content types have on ad likability and purchase intention, as well as the relationship between the two. READ MORE

  3. 7. How does celebrity endorsement affect consumers' perception on brand image and purchase intention?

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Martin Johansson; Ömer Bozan; [2017]
    Keywords : ;

    Abstract : Having a celebrity endorse a product has in previous research been shown to increase both sales and brand awareness for companies. Celebrity endorsement can also be used by companies as a marketing communication strategy to build brand image. As a result of this, companies pay millions of dollars to have a celebrity endorse their products. READ MORE

  4. 8. Indices for Virtual Service Agent Design: Cross-Cultural Evaluation

    University essay from Lunds universitet/Institutionen för informatik

    Author : Peter Gerhat; [2016]
    Keywords : Virtual service agent; Avatar; Affective computing; Cross-cultural comparison; Localization; Business and Economics;

    Abstract : While localization helps to create websites and mobile apps for specific target markets, not as much attention was devoted to the area of affective virtual service agents. The situation is changing due to advances in affective computing and artificial intelligence. READ MORE

  5. 9. Advertising execution styles as a reflection of culture : Cross-cultural analysis of messaging app advertising preferences in South Korea and China

    University essay from Umeå universitet/Företagsekonomi

    Author : Sofia Kivinen; [2014]
    Keywords : Marketing communication; advertising execution; culture; international marketing; advertising likability; perception; mobile messaging application; social media; China; South Korea;

    Abstract : Increased globalization and the thought of converging values has lead marketing practitioners and academics to consider more standardized approaches to marketing and advertising strategies. Even though cultures seem to evolve closer to each other, cultural diversity still exists. READ MORE

  6. 10. Corny or Cool. Swedish Teenagers' Attitudes towards Australian and British English Accents.

    University essay from Avdelningen för humaniora

    Author : Malin Blackmore; [2010]
    Keywords : language attitudes; accent; Matched Guise Technique; stereotypes;

    Abstract : This essay investigated Swedish teenagers' attitudes towards Australian and British English accents. The respondents were exposed to four different accents as part of a modified version of the Matched Guise Technique. READ MORE