Essays about: "definition of advertising"

Showing result 1 - 5 of 13 essays containing the words definition of advertising.

  1. 1. Remember the Good Old Days? : Investigating the effect that nostalgic music in advertising has on brand affection, purchase intention, and word of mouth.

    University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakulteten

    Author : Ellinor Ajander; Ida Hubertsson; Linnea Nilsson; [2023]
    Keywords : Nostalgia; Nostalgic Music; Advertising; Brand Affection; Word of Mouth; Purchase Intention;

    Abstract : Background: Nostalgia in marketing has become increasingly popular but the need for research within the field is prominent with a lack of models, approaches, and mediators of effectively using nostalgia in marketing, especially using nostalgic music in advertisements. The definition of nostalgia is an ambivalent feeling, including both fondness and sadness, when reminiscing about the past. READ MORE

  3. 2. How to be Perceived as a Sustainable Brand : Success Factors for Signaling Sustainability while Avoiding Greenwashing

    University essay from KTH/Skolan för industriell teknik och management (ITM)

    Author : Micaela Drugge; Emma Svensson; [2021]
    Keywords : Green Branding; Brand Strategy; Environmental Advertising; Sustainable Marketing Orientation; and Greenwashing;

    Abstract : Being perceived as a sustainable brand by customers is becoming increasingly more important for companies. This has resulted in that more companies are communicating what actions they take to be more sustainable. Companies also utilize symbol and labels to signal suitability on products and services. READ MORE

  4. 3. Copyright implications of computer-generated imagery using the likeness of real people

    University essay from Uppsala universitet/Juridiska institutionen

    Author : Emmi Leinonen; [2020]
    Keywords : Copyright law; Parody; CGI; personality rights;

    Abstract : The Universal Declaration of Human Rights article 27 shows that copyright law has two functions. ‘everyone has the right freely to participate in the cultural life of the community, to enjoy the arts and to share in scientific advancement and its benefits. READ MORE

  5. 4. Challenging The Binary Conversation Around Hair Care: A quantitative study on how gender-neutral marketing can be used for gender-specific brands in the hair care industry.

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

    Author : Viktoria Turujlija; Lia Ogbazion; [2020]
    Keywords : Gender-neutral marketing; Advertising; Hair care; Brand extensions; Gender stereotypes;

    Abstract : The purpose of this thesis is to examine the effects of gender-neutral brand extensions for masculine and feminine brands by using gender-neutral marketing. We also provide a definition of gender-neutral marketing and put gender-neutrality in a brand extension context. READ MORE

  6. 5. The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andreas Lampeitl; Paulina Åberg; [2017]
    Keywords : Influencer Marketing; Paid Social Media Advertising; Brand Equity; Customer-Based Brand Equity; Brand Equity Dimensions; eWOM; Brand-Promoting User-Generated Content; Social Media; Instagram; Business and Economics;

    Abstract : Purpose The purpose of this study is to examine influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. Methodology An integrative mixed method approach, with qualitative pre-study for scale development and a quantitative (n=222) main study, has been applied for testing the communication forms effect on the concepts. READ MORE