Essays about: "Perceived Advertising Value and Attitude"

Showing result 1 - 5 of 10 essays containing the words Perceived Advertising Value and Attitude.

  1. 1. Generation Z users' attitudes towards online video advertising : Youtube video platform

    University essay from Jönköping University/JTH, Avdelningen för datateknik och informatik

    Author : Shichen Ji; Shiyi Feng; Mingshun Xie; [2022]
    Keywords : Informatics; User experience; Online video advertising; Generation Z; YouTube; Customer Perceived Value;

    Abstract : Generation Z has been in a high-pressure environment for a long time, whether studying or working, and everyone is in a fast-paced attitude of life. The online world, especially video software, is very popular among the Generation Z crowd because these video software can provide fast, convenient, and decompressed content. READ MORE

  3. 2. The Effectiveness of Personalised Advertising : An exploratory study on personalised advertising done on Facebook.

    University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Author : Amanda Jonsson; Julia Darnéus Ekeroth; [2021]
    Keywords : Social Media; Facebook; Personalised Advertisement; Perceived Advertising Value and Attitude; Online Consumer Behaviour;

    Abstract : .... READ MORE

  4. 3. Do You Dare to Compare? The Effects of Comparative Advertising on Consumer Responses Towards the Advertised and Attacked Brands - A Case Study of Arla Foods and Oatly

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

    Author : Louise Håkansson; Ebba Norberg; [2020]
    Keywords : Comparative Advertising; Market Position; Advertising Value; Malicious Comparative Advertising; Hierarchy of Effects;

    Abstract : In 2014, a long-stretched feud began between dairy company Arla Foods and oat milk company Oatly, and is continuously ongoing. The rivalry between the two companies includes advertising where the companies target one another, in different ways. READ MORE

  5. 4. Channel Extension Signalling Effects - How consumer-perceived signals of effort behind an added channel affect the entire online retail brand

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

    Author : Agnetha Holmberg; Alexandra Fristedt; [2016]
    Keywords : Online retail sales channel extension; Consumer-perceived signals of advertising effort; Complementary capabilities of channel extensions;

    Abstract : Over the last decade, multichannel retail strategies, in which new channels are added to existing channel mix offering to implicitly increase consumer value and keep competitiveness on the market, has grown rapidly. Although creation of a multichannel offering seems to hold many benefits for retailers, the full effects on their customers, and by extension the brand, are largely unknown. READ MORE

  6. 5. More Bang for the Buck

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

    Author : Elisabeth Pålsson; Josefine Wallin; [2016]
    Keywords : Advertising Approach; Advertising Equity; Content Marketing; Format Attitude; Message Equity;

    Abstract : The advertising industry is evolving. With increasing clutter, changing consumer behaviors and the rise of new advertising formats brands are forced to increasingly rely on consumers to voluntarily approach their advertising. Content marketing is especially interesting in connection to the evolving advertising industry. READ MORE