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Showing result 1 - 5 of 26 essays matching the above criteria.

1. 1. The Effect of using Asian Models in Foreign Brands' Advertising in China: A Quantitative Study on Customer Reactions

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Haochang Li; Yutong Pi; [2022]
   Keywords : Asian models; advertising effectiveness; China; Self-Referencing; Cultural compatibility;

   Abstract : In this thesis, a specific dimension of marketing in China for foreign brands is investigated. This was accomplished by comparing the impact of two sets of advertisements on advertising effectiveness - one with Asian models included and one with only models from other ethnic groups. READ MORE

3. 2. Social enterprise and stakeholder relationships in Vietnam’s social innovation

   University essay from Lunds universitet/Ekonomisk-historiska institutionen

   Author : Ha Thuy Do; [2020]
   Keywords : social innovation; social enterprise; stakeholder relationships; social objective; value creation; empowerment; society; community.; Business and Economics; Social Sciences;

   Abstract : This thesis aims to investigate the role of social enterprise in coordinating stakeholder relationships to develop social innovation through the lens of stakeholder theory and its conceptual framework in sustainability management. Social enterprises are believed to feature the ability to establish and manage collaboration between stakeholders in the entrepreneurial process, therefore they are seen as the driving force in the success of social innovation. READ MORE

4. 3. Never Mind(set) the Number: A study on numerical construal in the mind of a consumer

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Izabell Jissbom; Matilda Björklund; [2018]
   Keywords : Construal Level Theory; Numerical Cognition; Product Performance; Brand Liking; Mindset;

   Abstract : Companies are constantly competing to breach out with their marketing communication to reach customers' attention. The landscape is a highly competitive one and to disrupt it various tactical strategies need to be utilized. Such strategies include various practices of new product announcements, e.g. READ MORE

5. 4. Create, maintain and reap the rewards of a social media strategy.

   University essay from KTH/Skolan för datavetenskap och kommunikation (CSC)

   Author : Niklas Gustavsson; [2017]
   Keywords : Social Media; Social Media Strategy; Social; Media; Strategy Creation; Strategy Maintain;

   Abstract : This report analyzes the effects that social media marketing has on companies who choose to invest in a social media strategy. Previous research has looked at separate parts of a social media strategy, but no holistic view of the entire life cycle of a social media strategy has been created. READ MORE

6. 5. The power of experiences

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Annemette Tolstrup Laursen; [2017]
   Keywords : experiential marketing; value co-creation; value proposition; relationship marketing; marketing action research; Social Sciences;

   Abstract : Experiential marketing is a popular strategic communication endeavour, the goal of which is to create experiences that engage consumers and adds value to the brand. The consumers make sense of these experiences and thus their brand-relationship is affected. READ MORE