Sökning: "Isa Widerståhl"

Hittade 2 uppsatser innehållade orden Isa Widerståhl.

1. 1. The Imitation Game - Examining the Effects of Native Advertising on Attitudes toward Publishers

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

   Författare :Sara Ekwall; Isa Widerståhl; [2017]
   Nyckelord :Native Advertising; Sponsored Articles; Disclosures; Deceptiveness; Publisher Attitudes;

   Sammanfattning : In recent years, native advertising - advertising that mimics the design, function and feel of a source's original content - has seen an increase in popularity among publishers that hope to counteract falling advertising revenues. Review of existing research indicates that consumers have difficulties recognizing the commercial intent of native advertisements. LÄS MER

3. 2. Att vara rolig på någon annans bekostnad: varumärkesparodiers effekter på det avsändande varumärket

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

   Författare :Hanna Holmström; Isa Widerståhl; [2013]
   Nyckelord :Brand parody; Brand attitude; Comparative advertising; Humor;

   Sammanfattning : A challenge faced by marketers is to make their products stand out in today's cluttered marketplace. Recently, a new approach to attract attention has been observed - brands communicating their products by making fun of other brands. LÄS MER