Essays about: "effects of marketing communication"

Showing result 21 - 25 of 79 essays containing the words effects of marketing communication.

1. 21. An empirical study of the co-branding partner selection strategy : A perception from the negative perspective combing with consumer psychology

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Tongda Lu; Jiawen Ji; Jingming Zhang; [2020]
   Keywords : Co-branding; cross-branding; brand identity; consumer psychology.;

   Abstract : In recent years, the fashion industry has set off a trend of co-branding, and co-branding has become a unique marketing strategy for major brands to obtain benefits. However, there are potential risks when brands are selecting joint partners. READ MORE

3. 22. Communicating Sustainable Initiatives: A quantitative study of the impact of using carbon offsetting claims in advertising to consumers

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

   Author : Duc Anh Bui; [2020]
   Keywords : carbon offsetting; sustainability; CSR; green marketing; advertising;

   Abstract : While carbon offsetting has been a common practice for companies as a method to mitigate their environmental impact, there has been relatively little theoretical research on whether the communication of it in advertising has an impact on consumers, and if yes, in what ways. This thesis aims to fill this research gap by testing the effects generated from using carbon offsetting claims in advertising to consumers. READ MORE

4. 23. A Bad Case of Electronic-Word-of-Mouth : A Bachelor Thesis on Negative EWOM and its Effects on Consumer Purchase Intentions and Brand Attitude

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

   Author : Johan Klingstedt; Sandra Naderi; [2020]
   Keywords : Electronic Word-of-Mouth; Brand Attitude; Subjective Norms; Purchase Intentions; Online Makreting; Social Media;

   Abstract : Background: The expansion of the World Wide Web has presented new challenges for managers. One of these challenges is the shift in power that favors consumers through the uprising of electronic word of mouth (eWOM). READ MORE

5. 24. Effects of servitization in the marketing processes of Software-as-a-Service : With focus on intangible aspects of Software-as-a-Service

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

   Author : Hanna Fahlberg; [2019]
   Keywords : Marketing; Marketing strategies; Servitization; Information technology; B2B; Business-to-business market; Cloud computing; Software-as-a-service”; SaaS; Service intangibility; Service marketing; Relationship; Relationship marketing; Transactional marketing; Value; Value creation;

   Abstract : During the past three decades vast advances in IT and computing have been made, which places a lot of pressure on the marketers. Cloud computing are now a widely used concept and are said to have servitized the whole IT-industry. A cloud-based solution that have received lot of attention recently are Software-as-a-service (SaaS). READ MORE

6. 25. Concepts that influence users’ feeling of non-intrusiveness in native advertising : A quantitative study testing the conceptualization of   effective native advertisements’ influence on users’ feeling of non-intrusiveness

   University essay from Linnéuniversitetet/Institutionen för ekonomistyrning och logistik (ELO)

   Author : Adam Wetterstrand; Albin Fransson; Julius Nordmark; [2019]
   Keywords : Native advertising; non-intrusiveness; digital marketing; contextual relevance; transparency; informational appeal; emotional appeal; personalized advertising;

   Abstract : Abstract Background “Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (Adage.com, 2019). READ MORE