Essays about: "international marketing social and cultural"

Showing result 1 - 5 of 13 essays containing the words international marketing social and cultural.

1. 1. “Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

   Author : Bjarke Røn Knudsen; [2022]
   Keywords : national branding; brand culture; cultural citizenship; alcohol; beer; brand loyalty; cultural capital; cultural representation; alibi marketing; print advertising; qualitative content analysis; brand recognition; media authenticity; brand authenticity; media resistance; brand resistance; involuntary reception; jaded knowing; exoticism; commodification; semiotics; Social Sciences;

   Abstract : When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. READ MORE

3. 2. Country of Origin Image Appeals and the Purchase Propensity of Consumers : An experimental study

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

   Author : Davi Rogerio Waltrick; [2020]
   Keywords : Country of origin image COI ; purchase intent; experiment; advertisement appeals;

   Abstract : The purpose of this paper is to investigate how dimensions of Country of Origin Image (COI) can impact the purchase propensity of consumers. Drawing on the literature of international marketing, consumer behaviour, and social psychology, an experiment with a three-product category (experiential, functional, and symbolic) was designed to analyse purchase propensity of Swedish consumers for Brazilian products. READ MORE

4. 3. The Influence of Social Media Content on Youth Tourism: Can Culture Play a Role?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nadezhda Tsankova; Iva Pervan; [2020]
   Keywords : social media; youth tourism; cultural differences; Business and Economics;

   Abstract : This thesis aims to investigate the influence of social media content on youth tourism by assessing the perceptions of youth travelers from four countries - Bulgaria, Croatia, Sweden, and the Netherlands. Therefore, the purpose of this thesis is to examine the cultural differences of youngsters’ attitudes towards social media use in travel planning. READ MORE

5. 4. Nation branding and the representation of a nation’s identity: the case of the Study in Sweden Facebook page

   University essay from Uppsala universitet/Institutionen för informatik och media

   Author : Heena Jeong; [2018]
   Keywords : Nation branding; Facebook; Study in Sweden; the Swedish institute; social media; imagined community; Swedishness; Swedish values; internationalisation of higher education;

   Abstract : The aim of this study is to explore the Study in Sweden Facebook page, particularly about the use of nation branding identity and its representation on the social media channel during the period for application promotion for Swedish higher education institutions for Autumn semester 2018. Facebook page has been used as a centre for international marketing activities. READ MORE

6. 5. Advertising execution styles as a reflection of culture : Cross-cultural analysis of messaging app advertising preferences in South Korea and China

   University essay from Umeå universitet/Företagsekonomi

   Author : Sofia Kivinen; [2014]
   Keywords : Marketing communication; advertising execution; culture; international marketing; advertising likability; perception; mobile messaging application; social media; China; South Korea;

   Abstract : Increased globalization and the thought of converging values has lead marketing practitioners and academics to consider more standardized approaches to marketing and advertising strategies. Even though cultures seem to evolve closer to each other, cultural diversity still exists. READ MORE