Sökning: "Aleksandra Srdic"

Hittade 2 uppsatser innehållade orden Aleksandra Srdic.

1. 1. 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. 2. Femvertising - Icke stereotypisk reklam med kvinnostärkande budskap

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

   Författare :Stephanie Hornevall; Kristina Netterlid; Aleksandra Srdic; [2015]
   Nyckelord :femvertising; incongruence; equality; stereotypes; advertising;

   Sammanfattning : In today's media landscape, advertising is dominated by stereotypes due to the perceived contradiction that exists between exposing different forms of beauty and simultaneously communicating in an efficient way. Theories imply that attractiveness sells, however researchers have shown that this might not always be true. LÄS MER