Essays about: "advertising likability"

Found 2 essays containing the words advertising likability.

  1. 1. 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

  3. 2. Advertising execution styles as a reflection of culture : Cross-cultural analysis of messaging app advertising preferences in South Korea and China

    University essay from Umeå universitet/Företagsekonomi

    Author : Sofia Kivinen; [2014]
    Keywords : Marketing communication; advertising execution; culture; international marketing; advertising likability; perception; mobile messaging application; social media; China; South Korea;

    Abstract : Increased globalization and the thought of converging values has lead marketing practitioners and academics to consider more standardized approaches to marketing and advertising strategies. Even though cultures seem to evolve closer to each other, cultural diversity still exists. READ MORE