Essays about: "Nuria Budesca Alameda"

Found 1 essay containing the words Nuria Budesca Alameda.

  1. 1. Mending the end-goal paradox of social and commercial marketing

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Klara Käll; Nuria Budesca Alameda; [2022]
    Keywords : Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain; Business and Economics;

    Abstract : Title: Mending the end-goal paradox of social and commercial marketing - An explorative case study of brands’ emotional communication influence on consumers’ behavioural attitudes Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master level Authors: Klara Käll & Núria Budesca Alameda Supervisor: Annette Cerne Keywords: Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain Purpose: The purpose of this study is to investigate consumers' attitudes toward social marketing behaviours communicated by brands with regards to emotions. Methodology: This research was carried out with the research philosophies of relativism for ontology and social constructionism for epistemology. READ MORE