Sökning: "Ad Context Congruence"

Hittade 3 uppsatser innehållade orden Ad Context Congruence.

  1. 1. Vikten av att vara äkta - En kvantitativ studie om virtuella influencers och dess påverkan i förhållande till verkliga influencers

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

    Författare :Vendela Johansson; Carolina Weslien; [2019]
    Nyckelord :Social media; Influencer marketing; Virtual influencer;

    Sammanfattning : In the context of social media marketing and influencer marketing, this study aims to explore how consumers react to and perceive a virtual, computer generated, influencer in relation to a real influencer and how different types of products will affect consumers' perceived attitude against the influencer, the ad and the brand. An experimental study was conducted to examine these effects depending on the type of product and its congruence with the type of influencer. LÄS MER

  3. 2. 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

  4. 3. Communicating Co-Created Products: New Is Not Always Better

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

    Författare :Carl Edin; Mazyar Sajjadi; [2015]
    Nyckelord :Co-Creation; Advertising Value; Social Networking Sites; Ad Context Congruence; Media Context Effects;

    Sammanfattning : Co-creating products with customers is a growing trend, especially among businesses within consumer goods. Social networking sites have shown to be commonly used in this process. What is uncertain is whether this media choice is the best option for the final communication phase of these products. LÄS MER