Sökning: "Brand-Incongruent Communication"

Hittade 3 uppsatser innehållade orden Brand-Incongruent Communication.

  1. 1. Varumärkesinkongruens i kommunikation: Hur konsumenter skapar mening kring reklambilder med varumärkesinkongruenta budskap

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Alexandra Livijn; Lin Strindlund; [2016]
    Nyckelord :brand incongruency; marketing communication; strategic communication; brands; sensemak-ing; Weick; attention; memory varumärkesinkongruens; marknadskommunikation; strategisk kommunikation; varumärken; meningsskapande; uppmärksamhet; minne; Social Sciences;

    Sammanfattning : This paper aims to increase the knowledge of how consumers understand the relatively new phenomenon brand incongruency and how it affects them. Based on the result from a pre-study, four fictional advertisements using a logo from a well-established brand were constructed in order to correspond to three different levels of incongruency. LÄS MER

  3. 2. An Unexpected Tale - A study of incongruity effects on storytelling in advertising

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

    Författare :Mathilda Eriksson; Kristin Hedlund; [2014]
    Nyckelord :Advertising Effectiveness; Storytelling; Incongruity; Branding;

    Sammanfattning : This thesis investigates the effects brand incongruity has on advertising effectiveness for story-based communication. The role of ad-brand incongruity has been tested for argumentative advertising before. However, there still exist some knowledge gaps, one of them being how incongruity relates to corporate storytelling. LÄS MER

  4. 3. Going Viral - The Role of Brand-Incongruent Communication, Sender and Brand Connection in the spreading of communication on Social Media

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

    Författare :Alexandra Drissner; Sofia Kjellström; [2012]
    Nyckelord :Viral Marketing; Social Media; Brand-Incongruent Communication; Sender; Brand Connection;

    Sammanfattning : Social media is increasingly used for marketing activities and marketers are counting on consumers to spread their communication online. However, research in terms of what makes a campaign a viral success is limited. LÄS MER