Sökning: "Alice Gemvik"

Hittade 2 uppsatser innehållade orden Alice Gemvik.

  1. 1. The Importance of Passion: A quantitative examination of cognitive and emotional processes associated with advertiser passion

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Författare :Alice Gemvik; Christian Thorwid; [2019]
    Nyckelord :Passion; Advertising signal effects; Emotional contagion; Advertiser passion; Extended effects;

    Sammanfattning : While it seems common practice today for brands and advertisers to express their love for what they do and use terminology as "We're passionate about." in their communication, there is a lack of scientific proof regarding its advertising effects. LÄS MER

  2. 2. Kvinnligt entreprenörskap och signaleffekter - Kan crowdfunding-sammanhang modifiera effekterna?

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

    Författare :Alice Gemvik; Ebba Ljungberg; [2016]
    Nyckelord :gender stereotypes; female entrepreneurship; signalling; extended effects; crowdfunding;

    Sammanfattning : Previous research has confirmed that women are believed to be less suitable entrepreneurs compared to men. The fact that advertising still frequently portrays women as inferior to men, with less competence and intellect, could be a reason for how they are perceived as entrepreneurs. LÄS MER