Essays about: "brand-context congruence"
Found 1 essay containing the words brand-context congruence.
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1. The Effects of Brand-Context Congruence
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : 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
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