Sökning: "Advertising Equity"

Visar resultat 6 - 10 av 46 uppsatser innehållade orden Advertising Equity.

1. 6. The Brand Implications of Green Demarketing

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Adrian Brännstam; Simon Eliasson; Oliver Schott; [2021]
   Nyckelord :Green demarketing GD ; Green advertising GA ; Sustainability marketing; Corporate Credibility CC ; Word-of-mouth WoM ; Purchase intention; Business and Economics;

   Sammanfattning : A significant part of the marketing profession consists of stimulating and expanding the demand for products and services. However, as society’s level of consumption increases at the same time as our resources decrease, the marketer’s role faces an inevitable change if the global environmental goals are to be achieved. LÄS MER

3. 7. Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement

   Magister-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Författare :Henrik Aronsson; Paul Kato; [2021]
   Nyckelord :Brand activism; brand equity; consumer-based brand equity; social activism; woke washing;

   Sammanfattning : Date: 3 June Level: Master Thesis in Business Administration, 15 credits Institution: School of Business, Society and Engineering, Mälardalen University Authors: Paul Kato (95/03/11) and Henrik Aronsson (95/10/29) Title: Brand Activism, does it work? Tutor: Edward Gillmore Keywords: Brand activism, brand equity, social activism, attitudes, woke washing Research questions: a. How is the consumer-based brand equity affected by a company’s use of social activism in its marketing? b. LÄS MER

4. 8. “Vi låter Sverige vara i fred” : en studie om hur Försvarsmakten bygger sitt varumärke genom reklamfilmer

   Kandidat-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Författare :Sara Bjurbäck; Sandra Kjetselberg; Tilda Berggren; [2021]
   Nyckelord :Swedish Armed Forces; Branding; Employer Branding; Commercial; Military; National Defense; Recruitment; Content Analysis; Brand Equity; Advertisement; Svenska Försvarsmakten; Varumärkesbyggande; Employer Branding; Reklamfilm; Militär; Rekrytering; Reklam; Filmanalys; Innehållsanalys; Kommunikationsstrategi; Varumärkeskapital;

   Sammanfattning : I denna studie presenteras forskning om varumärkesbyggande genom reklamfilm. Syftet är att undersöka hur Försvarsmakten genom sina reklamfilmer arbetar med varumärkesbyggande för att rekrytera medarbetare. Efter återinförandet av värnplikten år 2017 lanserade Försvarsmakten ett flertal reklamkampanjer. LÄS MER

5. 9. Does Facebook and Instagram Advertisement have an impact on Consumer Attitude?

   Magister-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Azizul Karim; [2021]
   Nyckelord :;

   Sammanfattning : Social media has been effectively changed the marketing strategies of different companies. Theprocess of advertising on social media also attracts negative comments on the brands and institutionsmaking such advertisements. The paper sought to establish the impact of such advertisements onoverall consumer attitudes. LÄS MER

7. 10. Managing brand equity during an ongoing pandemic : A qualitative study in the tourism- and hospitality industry during covid-19

   Uppsats för yrkesexamina på avancerad nivå, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Författare :Josefine Henriksson; Ola Karlsson Eriksson; [2021]
   Nyckelord :Tourism- and hospitality industry; Brand equity; Covid-19; Branding in social media;

   Sammanfattning : The aim for this study was to explore how small and medium enterprises (SMEs) in the Swedish tourism and hospitality industry have managed their brand during the covid-19- pandemic. To fulfill the aim the following research questions were asked; “How have SMEs in the tourism- and hospitality industry managed their brand equity during the covid-19 pandemic?” and “How have SMEs in the tourism- and hospitality industry worked with branding in social media to cope with the pandemic?”. LÄS MER