Essays about: "cultural differences in advertising"

Showing result 1 - 5 of 19 essays containing the words cultural differences in advertising.

1. 1. The Effect of using Asian Models in Foreign Brands' Advertising in China: A Quantitative Study on Customer Reactions

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

   Author : Haochang Li; Yutong Pi; [2022]
   Keywords : Asian models; advertising effectiveness; China; Self-Referencing; Cultural compatibility;

   Abstract : In this thesis, a specific dimension of marketing in China for foreign brands is investigated. This was accomplished by comparing the impact of two sets of advertisements on advertising effectiveness - one with Asian models included and one with only models from other ethnic groups. READ MORE

3. 2. Personalized Marketing - A study examining factors influencing millennials’ intention to act upon personalized advertisements on Facebook

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lovisa Svensson; Lorenzo Dirksz; [2021]
   Keywords : Personalized Marketing; Personalized Advertisements; Millennials; Facebook; Positive Attitude; Hedonic Motivation; Trust; Past Experience; Advertising Attributes; Intention to Act; Business and Economics;

   Abstract : Purpose: The fundamental aim of this thesis is to investigate how strongly the Personalized Marketing (PM) factors identified in previous literature correlate with millennials’, aged 24 to 40, intention to act upon personalized advertisements on Facebook. Thereafter, the goal was to compare the extent to which the outcomes varied depending on millennials' age group and gender. READ MORE

4. 3. Cultural Differences towards Sexual Advertising : A comparative study between Swedish and South Korean students

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Sara Hemmingsson; Linnea Sjöberg; [2020]
   Keywords : Sexual advertising; Hofstede s framework; culture; shock advertising; level of sex appeal; perception; advertising strategy;

   Abstract : This study has investigated whether cultural differences affect how one perceives sexual advertising. The study has focused on Sweden and South Korea, which showed great differences in Hofstede's cultural framework. Sweden, according to Hofstede, is considered to be a feminine country and has low uncertainty avoidance. READ MORE

5. 4. Gay-themed advertising in a cultural context

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Fleur Querida Dassen; Sofi Hagander; Adrián Vázquez Anido; [2019]
   Keywords : Brand image; Brand feelings; Brand associations; Culture; Gay-themed advertising; Business and Economics;

   Abstract : Abstract Aim: The purpose of this research is to investigate cultural differences in the perception of brand image when portraying gay lifestyle in advertising in Sweden and Spain. Approach: This study is based on a qualitative approach. READ MORE

6. 5. Advertising in high- and low context cultures : A comparative content analysis between Sweden and Brazil

   University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Author : Anette Karphammar; Maria Behrns; [2018]
   Keywords : ;

   Abstract : In today's increasingly globalised world, research within cultural differences is called for to be able to categorize nations and aid cross border communications around the world. This thesis is a quantitative study of differences in advertising communication between what is considered high and low context cultures, through a deeper look into Sweden and Brazil. READ MORE