Essays about: "brand-context congruence"

Found 1 essay containing the words brand-context congruence.

  1. 1. 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