Sökning: "alexandra livijn"
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1. Varumärkesinkongruens i kommunikation: Hur konsumenter skapar mening kring reklambilder med varumärkesinkongruenta budskap
Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : This paper aims to increase the knowledge of how consumers understand the relatively new phenomenon brand incongruency and how it affects them. Based on the result from a pre-study, four fictional advertisements using a logo from a well-established brand were constructed in order to correspond to three different levels of incongruency. LÄS MER
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