Sökning: "Désirée Hylander"

Hittade 2 uppsatser innehållade orden Désirée Hylander.

1. 1. Who run the world? Girls! - A quantitative study of the effect of femvertising on women

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

   Författare :Desirée Hylander; Elin Svanberg; [2016]
   Nyckelord :Femvertising; Stereotypes; Extended effects; Attitude; Third person effect;

   Sammanfattning : Femvertising is a relatively new concept referring to female empowerment advertising. It has gained not only more attention and exposure within advertising (e.g. Dove's Real Beauty, Always' Like A Girl, and Lindex' Bravolution), but has also proven to be financially effective for firms. LÄS MER

3. 2. Covert online video marketing: A quantitative study of the possibilities and pitfalls of covert online video marketing

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

   Författare :Gabriella Fries; Desirée Hylander; [2013]
   Nyckelord :covert online video marketing; covert marketing; brand attitude; purchase intention; trustworthiness;

   Sammanfattning : Marketing that disguises the true source of a commercial message is often referred to as covert marketing. Online marketing videos that are uploaded by brands with the purpose of appearing to be made by fans/consumers have been identified; a phenomenon defined as covert online marketing videos (COMVs). LÄS MER