Sökning: "Bettina van der Stelt"

Hittade 2 uppsatser innehållade orden Bettina van der Stelt.

1. 1. Empowered Women - Empowered Sales? The Effect of Femvertising on Consumers’ Attitudes towards the Ad, Brand Gender Perception, and Purchase Intention

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Imke van Deest; Bettina van der Stelt; [2019]
   Nyckelord :femvertising; advertising; brand gender; purchase intention; consumer perception; Business and Economics;

   Sammanfattning : The purpose of this study is (1) to investigate the direct influence of femvertising on female consumers’ attitudes towards the ad, brand gender perception as well as purchase intention and (2) to test the indirect effect of femvertising through attitudes towards the ad and brand gender perception on purchase intention. This study used a random independent group design, assigning the survey respondents into two groups, which were either exposed to a femvertising ad or to a traditional advertising. LÄS MER

3. 2. The New Kids on the Block - Exploring the brand identity of disruptive innovators

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jana Tigges; Bettina van der Stelt; Jessica Volk; [2018]
   Nyckelord :disruptive innovation; corporate brand identity; technological shifts; Business and Economics;

   Sammanfattning : Abstract Aim: The aim of this paper is to examine the corporate brand identity of disruptive innovators that have changed entire industries. Moreover, this paper strives to answer the question, whether a universal pattern of corporate brand identities for these “New kids on the block” can be identified and if so, what it looks like. LÄS MER