Sökning: "brand incongruency"

Visar resultat 1 - 5 av 6 uppsatser innehållade orden brand incongruency.

  1. 1. Viral Attraction: Incongruency in Job Adverts on Social Media

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

    Författare :Sofia Zetterberg; Joel Söderholm; [2024]
    Nyckelord :Viral Marketing; Incongruency; Employer Attractiveness; Social Media; Students;

    Sammanfattning : Organizations are facing increasing challenges when it comes to securing talent. Harsh competition and a young generation more inclined to bargain means more activities to stand out and become an attractive employer. LÄS MER

  3. 2. 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

  4. 3. Annonsering i sociala- och traditionella medier

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

    Författare :Elvira Eriksson; Linda Nilsson; [2016]
    Nyckelord :Incongruency; Social Media; Advertising; Instagram; Marketing;

    Sammanfattning : The development of Social Media has led to the creation of a new concept called "Social Media Marketing". Just recently, the autumn of 2015, Instagram made it possible for companies to create ads in a similar way that Facebook has been using ads to replace content in the news feed. LÄS MER

  5. 4. Men om skiten är fin då -En studie om estetikens inverkan på inkongruensens effekter inom marknadsföring

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

    Författare :Marcus Waering; Niklas Twetman; [2011]
    Nyckelord :Incongruency; Aesthetics; Ads; pretty;

    Sammanfattning : Established brands often market themselves in the same way as they've always done. There are two main reasons for this, it has worked before and general marketing strategies tells them to do so. LÄS MER

  7. 5. Either you're in or you're out...: Inkongruens och kreativitet - ett sätt att komma in?

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

    Författare :Frida Hyséus; Theresia Philip; [2008]
    Nyckelord :Marketing; Creativity; Incongruency; Originality; Communication effectiveness;

    Sammanfattning : The media landscape has exploded during the last decade, which has lead to a massive advertising clutter. Consumers defend themselves against this intrusive marketing by creating an advertising filter that sorts and blocks. LÄS MER