Sökning: "Jakob Koel"

Hittade 1 uppsats innehållade orden Jakob Koel.

1. 1. Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Christoffer Birgestam; Jakob Koel; Camilla Öman; [2019]
   Nyckelord :Emotional Appeals; Purchase Intention; Anger; Disgust; Surprise; Sadness; Happiness; Fear; Basic Emotions; Message Strategy; Advertising Appeals; Marketing Strategy; Advertising Strategy.;

   Sammanfattning : Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. LÄS MER