Essays about: "advertising effect the business"

Showing result 6 - 10 of 21 essays containing the words advertising effect the business.

1. 6. Empowered Women - Empowered Sales? The Effect of Femvertising on Consumers’ Attitudes towards the Ad, Brand Gender Perception, and Purchase Intention

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Imke van Deest; Bettina van der Stelt; [2019]
   Keywords : femvertising; advertising; brand gender; purchase intention; consumer perception; Business and Economics;

   Abstract : The purpose of this study is (1) to investigate the direct influence of femvertising on female consumers’ attitudes towards the ad, brand gender perception as well as purchase intention and (2) to test the indirect effect of femvertising through attitudes towards the ad and brand gender perception on purchase intention. This study used a random independent group design, assigning the survey respondents into two groups, which were either exposed to a femvertising ad or to a traditional advertising. READ MORE

3. 7. The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Andreas Lampeitl; Paulina Åberg; [2017]
   Keywords : Influencer Marketing; Paid Social Media Advertising; Brand Equity; Customer-Based Brand Equity; Brand Equity Dimensions; eWOM; Brand-Promoting User-Generated Content; Social Media; Instagram; Business and Economics;

   Abstract : Purpose The purpose of this study is to examine influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. Methodology An integrative mixed method approach, with qualitative pre-study for scale development and a quantitative (n=222) main study, has been applied for testing the communication forms effect on the concepts. READ MORE

4. 8. Instagram's Social Media Influencers: A study of Online Popularity From Source Credibility to Brand Attitude

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Valentin Granjon; Romain Benedic; [2017]
   Keywords : Instragram Social Media Influencers Source Credibility Attitude toward advertising Brand Attitutude;

   Abstract : Social Media Influencers (SMIs) and their sponsored posts on the Social Media represent a growing part of tomorrow’s digital marketing landscape. Marketers hire them to recommend their products to their large audiences through friendly and engaging social media posts. READ MORE

5. 9. Are Pop-Cultural References in Advertising Funny Enough?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Agata Anna Gornik; Sabine Ljunggren; [2017]
   Keywords : Humor; Pop-Cultural References; Advertising; Likability; Purchase Intention; Business and Economics;

   Abstract : The purpose of this research is to extend the theory of humor research and add a new nuance to humor theory. Additionally, the study intends to measure the effect different humorous content types have on ad likability and purchase intention, as well as the relationship between the two. READ MORE

6. 10. The Effects of Brand-Context Congruence

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Weronika Bojanowicz; Johanna Hagberg; [2017]
   Keywords : customer-based brand equity; brand equity; digital marketing; brand-context congruence; brand image; targeted advertising; perceived quality; brand associations; brand esteem; brand acceptability; overall attitude; symbolic brand; functional brand; Business and Economics;

   Abstract : The purpose of this study is to examine if brand-context congruence has an effect on customer-based brand equity and whether brand image impacts this relationship. The relationship between an ad and the surrounding context, so called context congruence, has gained a lot of attention. READ MORE