Essays about: "the role of advertising in business"

Showing result 11 - 15 of 31 essays containing the words the role of advertising in business.

1. 11. 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

3. 12. Understanding the Impact of Gender Neutral Communication on Brand Image

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nazia Sultana; Hossain Shahriar; [2017]
   Keywords : gender; gender-neutral; gendered; advertising; communication; brand image; brand association; brand personality; target marketing; Business and Economics;

   Abstract : Purpose – The purpose of this thesis is to investigate the impact of gender neutral communication on brand image. Methodology – This study was conducted using the experimental design framework of pre- post random group. The respondents were assigned into two groups: control and intervention. READ MORE

4. 13. The Effects of Brand-Context Congruence

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Weronika Bojanowicz; Johanna Hagberg; [2017]
   Keywords : customer-based brand equity; brand equity; digital marketing; brand-context congruence; brand image; targeted advertising; perceived quality; brand associations; brand esteem; brand acceptability; overall attitude; symbolic brand; functional brand; Business and Economics;

   Abstract : The purpose of this study is to examine if brand-context congruence has an effect on customer-based brand equity and whether brand image impacts this relationship. The relationship between an ad and the surrounding context, so called context congruence, has gained a lot of attention. READ MORE

5. 14. Discourse and Language in Marketing Communication, with Specific Regard to the Fear of Social Exclusion. A Single Case Study on Apple Inc.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Andrea Lo Dolce; Alan Ryan; [2016]
   Keywords : Fear in Advertising; Social Exclusion; Critical Discourse Analysis; Means of Persuasion; Marketing Communication; Apple.; Business and Economics;

   Abstract : The purpose of this study is to analyse the communication of Apple to illustrate how social exclusion is used to produce fear, and how it has played the role as a means of persuasion in a constructed reality. In the present investigation process the researchers have taken a critical stance. READ MORE

6. 15. Managing Swedish Newspapers in the Digital Age An Investigation of Managerial Responsibility and Innovation

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Roxana Niculescu; [2016]
   Keywords : newspapers; management; newspaper industry; swedish newspapers; innovation challenges; digitalization; ambidextrous organization; traditional business model; management roles; local newspapers; international newspapers.; Business and Economics;

   Abstract : The whole word has been getting somewhat familiar with the crisis that the newspaper industry has been experiencing. The past decade has seen print mainly absorbing finances with little to no profits, and the ever-growing digital not offering enough advertising revenue. READ MORE