Sökning: "Self-Referencing"

Hittade 5 uppsatser innehållade ordet Self-Referencing.

  1. 1. The Effect of using Asian Models in Foreign Brands' Advertising in China: A Quantitative Study on Customer Reactions

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

    Författare :Haochang Li; Yutong Pi; [2022]
    Nyckelord :Asian models; advertising effectiveness; China; Self-Referencing; Cultural compatibility;

    Sammanfattning : In this thesis, a specific dimension of marketing in China for foreign brands is investigated. This was accomplished by comparing the impact of two sets of advertisements on advertising effectiveness - one with Asian models included and one with only models from other ethnic groups. LÄS MER

  3. 2. Reminding You to Purchase

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Joel Andersson Eneberg; Pauli Jokela; [2021]
    Nyckelord :nostalgia marketing; purchase intention; self-referencing; consumer behavior; Business and Economics;

    Sammanfattning : The study aims to analyze the effect of nostalgia marketing on consumers’ purchase intention by investigating if nostalgia has a relationship with purchase intention, and if self-referencing has an interacting effect on the relationship. The research is conducted in a quantitative method with a deductive approach, designed as a cross-sectional experimental study containing four separate web-based surveys with different stimulus conditions. LÄS MER

  4. 3. Drogproblematikens vara eller icke vara i gymnasieskolan : En studie om två gymnasieskolors drogförebyggande arbete

    Uppsats för yrkesexamina på avancerad nivå, Gymnastik- och idrottshögskolan, GIH/Institutionen för idrotts- och hälsovetenskap

    Författare :Kenny Grönquist; Tobias Jakobsson; [2018]
    Nyckelord :;

    Sammanfattning : Abstract Aim: The aim of the study is to investigate the problem of drugs that may exist in the school environment at upper secondary schools. Furthermore, there is an aim to investigate how school staff carry through with the drug preventive work. LÄS MER

  5. 4. The Face of an Influencer - Investigating the Effects of an Influencer's Face on Consumer Responses and Influencer Marketing

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

    Författare :Hedda Fehrm; Alice Nittmar; [2017]
    Nyckelord :Influencer marketing; faces; depictions of people; celebrity endorsement; consumer responses;

    Sammanfattning : Influencer marketing is growing at a rapid speed as one of the hottest marketing trends in today's challenging media climate. As of now, little academic research exists on consumer responses to Influencer marketing and its effectiveness as a marketing strategy. LÄS MER

  7. 5. The Effects of Visual Cultural Cues in Advertising

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

    Författare :Julia Müller; Yelena Ivanova; [2013]
    Nyckelord :cultural cues; visuals; intercultural accommodation; cultural distance; advertising effectiveness;

    Sammanfattning : As marketers acknowledge that locally adapted marketing messages resonate more deeply with consumers, they are looking for ways to express their cultural closeness to the numerous local markets they operate in. One such way is to incorporate symbols from the cultural environment of the intended target audience into advertisements. LÄS MER