Essays about: "brand esteem"

Showing result 1 - 5 of 8 essays containing the words brand esteem.

1. 1. Never Good Enough - Why It Is Worth It to Normalize Normal Bodies : A Quantitative Analysis of the Impacts of Body Image Satisfaction on the Reaction Towards Body Positivity and Thinspiration Commercials

   University essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Marketing and Logistics; Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

   Author : Madlen Falk; [2021]
   Keywords : Body Image Satisfaction; Body Positivity; Body Neutrality; Self-Esteem Advertising; Attitude; Quantitative Survey; Representative Panel; Women; Germany;

   Abstract : Background: There is a ubiquitous societal trend to define one’s self-worth based on externalities such as looks. The visibility of idealised and homogenous, mainly white, ‘perfect’ bodies in mass media contributes to the surge in body dissatisfaction of individuals, especially young women. READ MORE

3. 2. The period is political - Activist advertising of female sanitary products

   University essay from Malmö universitet/Fakulteten för kultur och samhälle (KS)

   Author : Amanda Pettersson; [2018]
   Keywords : Femvertising; feminist advertising; female sanitary products; menstruation; discourse analysis; Sweden; Postfeminism;

   Abstract : This thesis aims to understand the use of political messages as part of a branding strategy through a discourse analysis. The empirical material consists of two campaigns advertising female sanitary products; Always #LikeAGirl (2014) and Libresse Blood Normal (2017), with a purpose to understand the incorporation and the adaptation of activist and feminist discourse in these commercial campaigns. READ MORE

4. 3. PRICE PREMIUM FAST-MOVING CONSUMER GOODS

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Tanvir Ahmed Shuvo; Mentor Krasniqi; [2018]
   Keywords : FMCG; Price Premium; Consumption; Consumer behavior; Consumer culture; Quality; Perceived Value; Conspicuous Consumption; Product Involvement.; Business and Economics;

   Abstract : Title: Price Premium FMCG products - An exploratory study of the underlying factors why consumers would be willing to pay more Date of seminar: 5th June, 2018 Course: BUSN39 Degree project in Global Marketing Authors: Tanvir Ahmed Shuvo & Mentor Krasniqi Supervisor: Burak Tunca Keywords: FMCG, Price Premium, Consumption, Consumer behavior, Consumer culture, Quality, Perceived Value, Conspicuous Consumption, Product Involvement. Thesis purpose: The purpose of our study is to examine what underlying factors affect consumers’ willingness to pay premium price for fast moving consumer goods. READ MORE

5. 4. 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

6. 5. Who run the world? Girls! - A quantitative study of the effect of femvertising on women

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Desirée Hylander; Elin Svanberg; [2016]
   Keywords : Femvertising; Stereotypes; Extended effects; Attitude; Third person effect;

   Abstract : Femvertising is a relatively new concept referring to female empowerment advertising. It has gained not only more attention and exposure within advertising (e.g. Dove's Real Beauty, Always' Like A Girl, and Lindex' Bravolution), but has also proven to be financially effective for firms. READ MORE