Essays about: "value-expressive advertising"

Found 1 essay containing the words value-expressive advertising.

  1. 1. Attracting Lifestyles

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

    Author : Karolina Hedén Lind; Lisa Gardefors; [2013]
    Keywords : value-expressive advertising; self-congruity; assimilation; differentiation;

    Abstract : Companies who invest in marketing activities in order to create a competitive advantage are said to have a value-expressive product or brand. To be persuasive and gain a positive brand attitude advertisements of these brands must appeal to consumers Ideal Self-Identity. This is referred to as an advertisement being self-congruent. READ MORE