Essays about: "Message Explicitness"

Found 2 essays containing the words Message Explicitness.

1. 1. Undressing Sustainability Communication: An exploratory study of sustainable fashion brands’ online messages

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jasmin Langguth; Stefanie Schnee; [2018]
   Keywords : sustainability communication; online communication; sustainable fashion brands; brand identity; attitude-behaviour gap; Business and Economics;

   Abstract : Purpose: The purpose of this thesis is to provide an understanding of how successful sustainable fashion brands communicate online, since communicating sustainability efforts effectively has been identified as essential to contribute towards closing the attitude-behaviour gap. Therefore, the company perspective is taken, exploring message content and composition on corporate websites and Facebook. READ MORE

3. 2. Exaggerate or understate?: The effects of unexpected levels of claim extremity and message explicitness on advertising effectiveness.

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

   Author : Robin Reznik; [2008]
   Keywords : Claim Extremity; Message Explicitness; Expectations; Advertisement Effectiveness;

   Abstract : What is the preferred level and form of claim extremity in brand communication? Imagine Czech car maker Skoda’s next ad campaign, promising “The most exclusive car in the world”. Maybe not the most intuitive ad you would think of. READ MORE