Essays about: "favorability of associations"

Found 2 essays containing the words favorability of associations.

1. 1. Can firms get away with questionable content marketing? : An explanatory research about questionable content marketing on social media and its relationship with brand image.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Sam Gharakhani; Henrik Svensson; Vincent Larsson; [2018]
   Keywords : questionable content marketing; content marketing; brand image; brand associations; favorability of associations; strength of associations; uniqueness of associations; social media;

   Abstract : The development of social media has increased the usage and prevalence of content marketing. This have enhanced the pressures on marketers to manage and leverage this tool. Also, consumers interaction with valuable content leads to a stronger relationship with the brand which further might enhance the brand image. READ MORE

3. 2. Brand Image and Social Media - an ever trending story? : A Qualitative study on Social Media and Brand Image of a Brand of Low Involvement Products

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Karolina Nilsson; Herman Kempe; Hugo Nyberg; [2017]
   Keywords : Brand Image; Types of brand associations; Favorability of brand associations; Strength of brand associations; Uniqueness of brand associations; Low involvement product; Firm generated content; Social media;

   Abstract : A firm’s brand image has to stand the test of time and be durable through different trends and changes, which emphasize the importance of following developments in the marketplace such as the emerging relevance of firm generated content on social media. With attitudes towards a product being lower in relation to the involvement regarding a product, the importance of establishing brand image for low-involvement product brands increases. READ MORE