Sökning: "Alexandra Livijn"

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  1. 1. Varumärkesinkongruens i kommunikation: Hur konsumenter skapar mening kring reklambilder med varumärkesinkongruenta budskap

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Alexandra Livijn; Lin Strindlund; [2016]
    Nyckelord :brand incongruency; marketing communication; strategic communication; brands; sensemak-ing; Weick; attention; memory varumärkesinkongruens; marknadskommunikation; strategisk kommunikation; varumärken; meningsskapande; uppmärksamhet; minne; Social Sciences;

    Sammanfattning : This paper aims to increase the knowledge of how consumers understand the relatively new phenomenon brand incongruency and how it affects them. Based on the result from a pre-study, four fictional advertisements using a logo from a well-established brand were constructed in order to correspond to three different levels of incongruency. LÄS MER