Sökning: "Greta Linander"

Hittade 2 uppsatser innehållade orden Greta Linander.

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

3. 2. Crowdsourcing, more than an innovation partner? A quantitative study of the effects of crowdsourcing on consumer responses

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

   Författare :Greta Linander; Vivianne Yance; [2017]
   Nyckelord :crowdsourcing; ideation contest; crowdsourcing contest; new product development; brand attitude;

   Sammanfattning : This paper focuses on non-participating consumers' overall attitudes towards brands using crowdsourcing activities, specifically ideation contests, in new product development. As technology has enabled businesses and consumers to interact easier, crowdsourcing has become more popular, but research on responses to crowdsourcing activities is limited. LÄS MER