Essays about: "attitudes toward advertisements Aad"

Found 2 essays containing the words attitudes toward advertisements Aad.

1. 1. Femvertising and its effects on brand image: A study of men’s attitude towards brands pursuing brand activism in their advertising

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Camilla Jacobson; Loubna Katalin Abdallah; Djenane Liasse; Elisabet Lund; [2018]
   Keywords : Brand image; brand activism; femvertising; attitudes toward advertisements Aad ; attitudes toward brands Ab ; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to investigate how brand activism in advertisements (specifically femvertising in this case) affects male consumers’ attitudes towards the brand behind the advertisement Methodology: The study is of qualitative nature, using primary and secondary data. Secondary data were gathered from academic journals forming the foundation for the theoretical framework. READ MORE

3. 2. Is Political Activism the New Black? : Consumers' Attitudes toward a Brand that uses Political Activism in Advertisement

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Cornelia Karlsson; Azra Kljako; Therése Pauldén; [2017]
   Keywords : Political activism; attitudes toward advertisements Aad ; attitudes toward brands Ab ; incongruity; involvement.; Marknadsföring; konsumentbeteende; attityder; reklam; aktivism;

   Abstract : Background: In 2017, brands have started to use their advertisements to take stance in political issues. However, since this trend has emerged in 2017, research in the field is limited. READ MORE