Sökning: "advertising likability"

Hittade 2 uppsatser innehållade orden advertising likability.

1. 1. Are Pop-Cultural References in Advertising Funny Enough?

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Agata Anna Gornik; Sabine Ljunggren; [2017]
   Nyckelord :Humor; Pop-Cultural References; Advertising; Likability; Purchase Intention; Business and Economics;

   Sammanfattning : The purpose of this research is to extend the theory of humor research and add a new nuance to humor theory. Additionally, the study intends to measure the effect different humorous content types have on ad likability and purchase intention, as well as the relationship between the two. LÄS MER

3. 2. Advertising execution styles as a reflection of culture : Cross-cultural analysis of messaging app advertising preferences in South Korea and China

   Master-uppsats, Umeå universitet/Företagsekonomi

   Författare :Sofia Kivinen; [2014]
   Nyckelord :Marketing communication; advertising execution; culture; international marketing; advertising likability; perception; mobile messaging application; social media; China; South Korea;

   Sammanfattning : Increased globalization and the thought of converging values has lead marketing practitioners and academics to consider more standardized approaches to marketing and advertising strategies. Even though cultures seem to evolve closer to each other, cultural diversity still exists. LÄS MER