Sökning: "Paulina Dukovska"

Hittade 1 uppsats innehållade orden Paulina Dukovska.

  1. 1. Icke-stereotyp - Stereotyp: Effekterna av Inkonsistent Användande av Femvertising i Marknadskommunikation på Produktutvärdering och Relation till Detaljisten

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

    Författare :Paulina Dukovska; [2020]
    Nyckelord :femvertising; integrated marketing communication; consistency; stereotypes;

    Sammanfattning : Fashion retailers have started using femvertising (female empowerment advertising) inconsistently in their communication by showing non-stereotypical models in their communication and stereotypical models on the product pictures for the same product. Since it is a new phenomenon little is known about its consequences, hence investigating its effects in further research is necessary. LÄS MER