Essays about: "theory for role of advertising in business"

Showing result 1 - 5 of 6 essays containing the words theory for role of advertising in business.

1. 1. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Huihao Lu; Yating Zheng; [2023]
   Keywords : Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

   Abstract : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. READ MORE

3. 2. Doing Better by Doing Good: A Qualitative Study on the Pro Bono Projects of Management Consulting Companies in Sweden

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

   Author : John Öberg; Kiryl Shantyka; [2022]
   Keywords : Pro bono; Employee Engagement; Stakeholders; Management consulting; CSR;

   Abstract : Pro bono engagement has for centuries been a natural practice in the lawyer industry. Recently, the phenomenon has spread to other sectors, such as medicine, marketing, advertising, accounting - and management consulting. The impact management consulting companies can create on pro bono projects is enormous. READ MORE

4. 3. 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

5. 4. 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

6. 5. Business Models for Mobile Media Services : A case study in China mainland market

   University essay from KTH/Skolan för informations- och kommunikationsteknik (ICT)

   Author : Jin Huang; [2012]
   Keywords : Mobile Video; Mobile Music; Business Models; Value Chain; Telia-Spotify Case; China; Revenue Model; Operator Strategies; 3G Mobile Video License.;

   Abstract : Mobile media OTT service such as mobile music and mobile video is believed to be the next big revenue driver for mobile operator’s mobile broadband business. The media industry is willing to take mobile distribution channel to increase the content value. READ MORE