Essays about: "brand management advertising"

Showing result 6 - 10 of 22 essays containing the words brand management advertising.

1. 6. Brand Avoidance : A qualitative study on why consumers make conscious decisions to avoid social medial platforms like Facebook

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Charity Mashegede; Muram Shafik Radwan; Mariam Bilal; [2018]
   Keywords : brand avoidance; social media; Facebook;

   Abstract : Background: Interest in brand avoidance, which is a form of anti-consumption behaviour is growing among scholars, marketers and consumers. The extant literature has focused on the positive attitude consumers have towards brands, failing to account for reasons underlying brand avoidance. READ MORE

3. 7. Sexual Objectification of Women in Advertisements: The Influence of Consumer Attitudes on Brand Image

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Rebecca Huber; Linnéa Lindgren; [2018]
   Keywords : Sexual objectification; advertising; consumer attitudes; brand image; Attitude-Towards-the-Ad model; Business and Economics;

   Abstract : Problematisation: Previous findings on the use of female sexual objectification in advertising have been mixed and inconsistent. A social shift in society in combination with the presence of sexually objectifying advertisements have created a need to understand consumer attitudes towards brands that make use of these advertisements in the current landscape. READ MORE

4. 8. This ad's for you... and you: Brand management for multiple stakeholders

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

   Author : Madison Rex; Aleksandra Srdic; [2017]
   Keywords : Brand equity; Brand identity; Identification; Marketing communication; Stakeholders;

   Abstract : Background: In the competitive market for modern retailing, brand management is concerned with attracting and retaining both external and internal stakeholders. While brand building and marketing efforts have traditionally focused on building customer-based brand equity, another stream has emerged - internal branding that focuses on human capital and employee-based equity. READ MORE

5. 9. Evaluating the Effect of Mobile Display Advertising - Guidelines on how to Advertise in the Mobile Channel

   University essay from Lunds universitet/Ekonomihögskolan; Lunds universitet/Företagsekonomiska institutionen

   Author : Anton Olivensjö; Gustav Sundberg; [2015]
   Keywords : Campaign Effect; Click-Through Rate CTR ; Engagement; Frequency; Mobile Advertising; Mobile Campaigns; Rich Media; Static Banner; Video; Technology and Engineering;

   Abstract : Abstract Title Evaluating the Effect of Mobile Display Advertising - Guidelines on How to Advertise in the Mobile Channel Authors Anton Olivensjö Gustav Sundberg Supervisors Charlotta Johnsson, Associate Professor, Department of Automatic Control, Faculty of Engineering, Lund University Carl-Henric Nilsson, Associate Professor, Department of Business Administration, School of Economics and Management, Lund University Staffan Engström, Head of Mobile, Schibsted Sverige AB, Sales and Inventory, Stockholm Issue of Study The mobile is a fairly new advertising channel, in which the time spent by consumers has rapidly increased. Advertising spendings are however not aligned, as companies do not fully understand the channel. READ MORE

6. 10. Content Marketing in Social Media - A study of the impact of brand type, message appeal and format on attitudes and intentions

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

   Author : Ebba Carlson; Nadiya Dyekina; [2014]
   Keywords : Social media; Content marketing; Utilitarian and hedonic products; Visual and verbal messages; Emotional and rational appeals;

   Abstract : Social media has fundamentally changed the premises of marketing by adding a two-way channel for communication to the marketing mix. Owned media and content marketing have moved from being buzzwords to playing an important communication role. READ MORE