Essays about: "attitudes towards advertising"

Showing result 16 - 20 of 91 essays containing the words attitudes towards advertising.

  1. 16. The factors of green consumerism and skepticism towards green advertising : What is the relation between skepticism towards green advertisement and the factors of green consumerism amongst Generation Y in Europe?

    University essay from Högskolan Dalarna/Institutionen för kultur och samhälle

    Author : Leila Govers; André Simons; [2021]
    Keywords : Green Consumerism; Advertising; Skepticism; European Generation Y;

    Abstract : Purpose – This study aims to test the relationship between skepticism towards green advertisement and environmental concern, attitudes toward green products, and green purchase behaviors amongst Generation Y in Europe.Design/methodology/approach – An online survey was spread amongst people of Generation Y (defined as being born between 1980-2000) who were born or are currently living in Europe. READ MORE

  3. 17. Generational attitudes towards sexual advertisement : A comparative study between Sweden and South Korea

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Andreas Johansson; Erik Lindmark; [2021]
    Keywords : Shock advertisement; Hofstede s framework; culture; shock advertising; level of sex appeal; generational theory;

    Abstract : To break through the clutter of advertisements, some advertisers uses sexual appeal as a technique to increase visibility and sales. The purpose of this study is to examine, from a Swedish and South Korean perspective, how the attitude towards sexual appeal in advertising differ between generations. READ MORE

  4. 18. How to be Perceived as a Sustainable Brand : Success Factors for Signaling Sustainability while Avoiding Greenwashing

    University essay from KTH/Skolan för industriell teknik och management (ITM)

    Author : Micaela Drugge; Emma Svensson; [2021]
    Keywords : Green Branding; Brand Strategy; Environmental Advertising; Sustainable Marketing Orientation; and Greenwashing;

    Abstract : Being perceived as a sustainable brand by customers is becoming increasingly more important for companies. This has resulted in that more companies are communicating what actions they take to be more sustainable. Companies also utilize symbol and labels to signal suitability on products and services. READ MORE

  5. 19. Is It the Model's Size That Sells? : An Exploratory Study of Body Diversity in Fast Fashion Advertising on Instagram.

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Elin Thorén; Gabriella Yngvesson; [2021]
    Keywords : Body Diversity; Instagram Advertising; Generation Y; Fast Fashion; Brand Attitudes; Purchase Intentions;

    Abstract : Background: As an effect of the growth of Instagram during the past few years, more brands have started to use this platform to communicate with their consumers, and a generation that has been shown to be particularly interesting for fast fashion brands, is Generation Y. During the past few years, a term called body-positivity has increased in popularity among social media platforms like Instagram, which purpose is to encourage exposure to different body types. READ MORE

  6. 20. Would companies benefit from incorporating consumer generated ads in their marketing strategy?

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Dina Eriksson Renzi; Rebecka Leirup; [2021]
    Keywords : ;

    Abstract : Technological developments constantly change companies' marketing strategies and theoverall communication between companies and their customers. This has led to new forms ofmarketing such as user generated content (UGC) marketing. UGC has been proposed to beperceived as more trustworthy and authentic than traditional firm created content. READ MORE