Essays about: "Self-Referencing"

Found 4 essays containing the word Self-Referencing.

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. Reminding You to Purchase

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Joel Andersson Eneberg; Pauli Jokela; [2021]
   Keywords : nostalgia marketing; purchase intention; self-referencing; consumer behavior; Business and Economics;

   Abstract : The study aims to analyze the effect of nostalgia marketing on consumers’ purchase intention by investigating if nostalgia has a relationship with purchase intention, and if self-referencing has an interacting effect on the relationship. The research is conducted in a quantitative method with a deductive approach, designed as a cross-sectional experimental study containing four separate web-based surveys with different stimulus conditions. READ MORE

4. 3. The Face of an Influencer - Investigating the Effects of an Influencer's Face on Consumer Responses and Influencer Marketing

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

   Author : Hedda Fehrm; Alice Nittmar; [2017]
   Keywords : Influencer marketing; faces; depictions of people; celebrity endorsement; consumer responses;

   Abstract : Influencer marketing is growing at a rapid speed as one of the hottest marketing trends in today's challenging media climate. As of now, little academic research exists on consumer responses to Influencer marketing and its effectiveness as a marketing strategy. READ MORE

5. 4. The Effects of Visual Cultural Cues in Advertising

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

   Author : Julia Müller; Yelena Ivanova; [2013]
   Keywords : cultural cues; visuals; intercultural accommodation; cultural distance; advertising effectiveness;

   Abstract : As marketers acknowledge that locally adapted marketing messages resonate more deeply with consumers, they are looking for ways to express their cultural closeness to the numerous local markets they operate in. One such way is to incorporate symbols from the cultural environment of the intended target audience into advertisements. READ MORE