Sökning: "advertising avoidance"

Visar resultat 16 - 20 av 32 uppsatser innehållade orden advertising avoidance.

  1. 16. When integrated Marketing Communication Leads to Brand Avoidance : A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts

    Magister-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan

    Författare :Rodillas Rebecca; Bjärkvik Hanna; [2017]
    Nyckelord :Advertising; Anti-Consumption; Brand; Brand Avoidance Integrated Marketing Communication.;

    Sammanfattning : Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now withstanding the influence of brands marketing activities. LÄS MER

  3. 17. Marketing Overload? : Investigating the effect of antecedents of marketing avoidance on social media advertising effectiveness

    M1-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Darius Lazauskas; Sophia Vilhelmsson; Huynh Tran; [2017]
    Nyckelord :Antecedents of marketing avoidance; social media advertising effectiveness; advertising effectiveness; advertising; social media; marketing;

    Sammanfattning : Recent developments in internet technology have ushered in unprecedented change when it comes to communication. This change has also given rise to social media, which has significantly changed the way modern communication occurs (Rosengren, 2000; Evans & McKee, 2010; Tuten & Solomon, 2015). LÄS MER

  4. 18. Revising Arising Advertising : A study on Generation Y’s perception to traditional and alternative advertising on news sites

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Johan Patriksson; David Javette; Gustav Levin; [2016]
    Nyckelord :Advertising; Avoidance; Online; Native Advertising; Generation Y;

    Sammanfattning : Abstract Background Online Advertising is a continuously developing phenomenon, which helps several websites stay financially alive. However, online advertising tends to often be avoided by the consumers exposed to it, due to a number of perceived issues linked to online ads. LÄS MER

  5. 19. Why Do Consumers Avoid Certain Brands? : A Study of Brand Avoidance Within the Swedish Cosmetics Industry

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Marketing and Logistics

    Författare :Amy Vong; Anna Hellberg; Joanna Melander; [2016]
    Nyckelord :Brand Avoidance; Anti-Consumption; Negative Brand Equity; Consumer-Brand Relationships;

    Sammanfattning : Background - As of today, the positive forms of consumer-brand relationships have been intensively researched, whereas its counterpart has attained far less attention. Whilst current literature is focused on increasing positive brand equity, the knowledge of negative brand equity is sparse. LÄS MER

  7. 20. Brand Avoidance : A study focusing on Marketing Communication within the Sportswear Industry in Sweden

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Anna-Sara Holmström; Therese Almqvist; Moa Forsberg; [2016]
    Nyckelord :Brand Avoidance; Anti-consumption; Advertising; Marketing Communication; Sportswear Industry;

    Sammanfattning : Background Until today, branding in positive forms has been widely researched. It has been studied why consumers choose certain brands and how companies can increase brand loyalty. On the other hand, literature lacks studies on negative branding, which now becomes more interesting to gain more knowledge about. LÄS MER