Sökning: "Ad equity"

Visar resultat 6 - 9 av 9 uppsatser innehållade orden Ad equity.

1. 6. 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

3. 7. Content Marketing - en kvantitativ fältstudie

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

   Författare :Raoul Bonnier; [2016]
   Nyckelord :Content Marketing; Native Advertising; Branded Content; Sponsored Content; Web Advertising;

   Sammanfattning : Abstract: Content advertising has a greater impact than traditional advertising on daily Swedish newspapers' webpages. The most significant difference for content marketing is noted in the free daily newspaper Metro, as compared to the subscription based Svenska Dagbladet. LÄS MER

4. 8. How can level of effort and decisional control in taking part of an ad influence brand attitude, ad attitude and purchase intention?

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

   Författare :Viktor Bodelius; Oliver Lundgren; [2015]
   Nyckelord :Consumer Effort; Online Video Advertising; Dissonance Theory; Equitable Exchange; Decisional Control;

   Sammanfattning : In contrast to the widespread assumption that consumer effort are bad for business, recent research has demonstrated that companies could in fact benefit from demanding more effort from their customers. Although equity and dissonance theory stipulates that consumers tend to justify increased levels of effort by cognitively inflating their perceptions of the product and brand, this effect has yet never been examined on online video advertising with real brands as stimulus. LÄS MER

5. 9. Percieved Ad Value - What Makes a Consumer Process Advertising?

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

   Författare :Jessika Falkenby; Malin Westin; [2015]
   Nyckelord :Ad processing; Ad Value; Ad equity; Brand attitude; Mature Brands;

   Sammanfattning : It is a well-known fact that gaining attention from consumers is hard, and even more so with today's new technological innovations. Thus, companies have to create content that is compelling enough for consumers in order to make them approach a brand's advertising. LÄS MER