Sökning: "Goodvertising"

Hittade 1 uppsats innehållade ordet Goodvertising.

  1. 1. Advertising for a good cause or simply good advertising? A quantitative study of the brand-related and social effects of purpose-driven advertising claims.

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

    Författare :Stina Hansson; Greta Linander; [2018]
    Nyckelord :Purpose-driven advertising; Goodvertising; CSR advertising; Social effects of advertising; Value theory;

    Sammanfattning : Brands frequently engage in purpose-driven advertising where they promote a social issue, often without communicating any information about related CSR activities. Still, little is known about the effects of such purpose-driven advertising claims, both on the brands engaging in such advertising (brand-related effects) and the societies in which it is present (social effects). LÄS MER