Essays about: "brand article"

Showing result 1 - 5 of 41 essays containing the words brand article.

  1. 1. Ensuring Brand Safety by Using Contextual Text Features: A Study of Text Classification with BERT

    University essay from Uppsala universitet/Institutionen för lingvistik och filologi

    Author : Lingqing Song; [2023]
    Keywords : ;

    Abstract : When advertisements are placed on web pages, the context in which the advertisements are presented is important. For example, manufacturers of kitchen knives may not want their advertisement to appear in a news article about a knife-wielding murderer. READ MORE

  3. 2. Stella Artois - Brewing a better reputation

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Helena Abrahamsson; Bruno Dewever; Denise Vork; [2023]
    Keywords : Reputation Management; Issue Management; Corporate Communication; Public Relations; Crisis Management; Business and Economics;

    Abstract : Imagine that it is June 19th, 2007, and you work for U.K’s largest brewery, InBev. That morning, an article appeared in The Argus titled: “City Judge Condemns ‘Wife- Beater’ Booze. READ MORE

  4. 3. Sky is The Limit...or is it?: American Airlines AAirpass Case

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Darragh Moorhouse; Hanna Åstrand; Can Üner; [2023]
    Keywords : American Airlines; Corporate; Brand Management; Aviation; Airpass; AAirpass; Reputation; Case; Business and Economics;

    Abstract : This article investigates American Airlines AAirpass offering. The aim of this case study is to outline the background as to why American Airlines opted to run this offering, examining the decision making and implications. This case also includes teaching notes and a PowerPoint presentation.. READ MORE

  5. 4. How Do Craft Beer Brands Negotiate Authenticity Using Retro Branding?

    University essay from Göteborgs universitet/Graduate School

    Author : Rasmus Pihl; Alexander Svensson; [2020-06-23]
    Keywords : Retro branding; craft beer brands; authenticity; enchantment; consumer culture theory CCT ;

    Abstract : Craft beer brands are booming. However, many craft beer brands employ exceedingly similar retro-evocative techniques to negotiate authenticity with consumers. This article explores how craft beer brands systematically use retro marketing as a tool to negotiate authenticity with customers, through a consumer culture theory (CCT) lens. READ MORE

  6. 5. To dare or not to dare – taking a stand in marketing campaigns - How companies’ decisions to take a public standpoint in social issues affect consumers’ perceptions and behaviour

    University essay from Göteborgs universitet/Graduate School

    Author : Amanda Lindén; Rebecca Lindén Pagoldh; [2020-06-23]
    Keywords : Corporate social responsibility; CSR marketing; Social Marketing; Brand Activism; Gender equality; Millennials; Goodwash; Resistance;

    Abstract : Based on an interest to contribute to further understanding of the area of CSR marketing the purpose of this article is to explore the perceptions and effects of marketing where companies take a public standpoint in social issues. Through analysis of millennials’ perceptions and the outcomes of this type of marketing the study aims to increase the knowledge of how business as well as society are influenced. READ MORE