Sökning: "Advertising Equity"

Visar resultat 16 - 20 av 46 uppsatser innehållade orden Advertising Equity.

1. 16. The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Andreas Lampeitl; Paulina Åberg; [2017]
   Nyckelord :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;

   Sammanfattning : 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. LÄS MER

3. 17. Like, Comment & Subscribe

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Olle Eriksson; Christian Vilselius; [2017]
   Nyckelord :Influencer marketing; Celebrity endorsement; Advertising effectiveness; Adverting equity; Parasocial interaction;

   Sammanfattning : Despite influencer marketing being an increasingly popular marketing communications strategy for practitioners today, little academic research has explored how to best execute influencer marketing campaigns in order to generate the highest advertising effectiveness and consumer-­-perceived value. By looking at influencers as celebrity endorsers who are applying an advertising approach perspective, the purpose of the thesis is to investigate what combination of type of influencer and type of advertising message is most suitable in picture-­-based and video-­- based content community settings respectively. LÄS MER

4. 18. The Effects of Brand-Context Congruence

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Weronika Bojanowicz; Johanna Hagberg; [2017]
   Nyckelord :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;

   Sammanfattning : 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. LÄS MER

5. 19. Reklamkapital : En kvantitativ undersökning kring förekomsten av reklamkapital hos svenska varumärken

   Kandidat-uppsats, Södertörns högskola/Institutionen för samhällsvetenskaper

   Författare :Kafit Cadavid Yani; Johan Torstensson; [2017]
   Nyckelord :advertising; advertising equity; brand; brand equity; reklam; reklamkapital; varumärke; varumärkeskapital;

   Sammanfattning : Reklamkapital är en dimension inom varumärkeskapital som beskriver de långsiktiga effekterna av konsumenters helhetsuppfattning av ett varumärkes alla tidigare reklamkampanjer. Denna uppsats kommer utvärdera om begreppet reklamkapital är hållbart genom att undersöka om tre välkända svenska varumärken har genererat reklamkapital. LÄS MER

7. 20. This ad's for you... and you: Brand management for multiple stakeholders

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Madison Rex; Aleksandra Srdic; [2017]
   Nyckelord :Brand equity; Brand identity; Identification; Marketing communication; Stakeholders;

   Sammanfattning : Background: In the competitive market for modern retailing, brand management is concerned with attracting and retaining both external and internal stakeholders. While brand building and marketing efforts have traditionally focused on building customer-based brand equity, another stream has emerged - internal branding that focuses on human capital and employee-based equity. LÄS MER