Essays about: "Spokes Character"

Found 2 essays containing the words Spokes Character.

  1. 1. Chatting with a brand spokes-character: A quantitative study on the effects of using brand spokes-characters as virtual chatbot agents

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

    Author : Anton Eriksson; [2022]
    Keywords : Spokes-character; Chatbot; Virtual agent; Brand attitude;

    Abstract : This study investigates the consequences of using brand spokes-characters as chatbot agents in customer interactions. Through two studies, the effects of using a brand spokes-character to interact with consumers is compared to using a non-spokes-character chatbot agent. READ MORE

  3. 2. Frank, Robert & Stig : A Study About Organizational Core Value Branding, through Notional Employees

    University essay from IHH, EMM (Entreprenörskap, Marknadsföring, Management)

    Author : Angelica Andersson; Madelene Yavuz Iskander; [2010]
    Keywords : Notional Employees; Core Values; Spokesperson; Spokes Character; Advertising communication; Organizational Core Value Communication; Fiktivt anställda; Grundvärderingar; Talesman; Reklamkommunikation; Kommunikation via företags grundvärderingar;

    Abstract : The phenomenon of notional employees has started to occur, since companies are facing an increased challenge to break through the marketing clutter. The phenomenon makes it possible for companies to communicate the increasingly important intangible values of a brand. READ MORE