Sökning: "andrea boodh"

Hittade 2 uppsatser innehållade orden andrea boodh.

1. 1. Avant-Garde for the Masses - A Study of Consumer Perception of Avant-Gardist Designer Brands after Collaborating with Mainstream Fashion

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

   Författare :Andrea Boodh; Caroline Foerster; [2014]
   Nyckelord :Fashion; Co-branding; Avant-garde; Brand Alliances;

   Sammanfattning : The use of intra-industrial co-branding within fashion has increased dramatically over the last decades, with a wide range of partner combinations including even avant-garde fashion designers. These brands are often licensing collaborations with mainstream mass-market brands, but with uncertain effects for their brands. LÄS MER

3. 2. Is a No Ad the New Ad? A Comparative Study of Consumers' Perceptions of Non-Advertising and Advertising Brands

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

   Författare :Josefine Bonnevier; Andrea Boodh; [2011]
   Nyckelord :signaling effects; third-person effect; creativity; non-advertising brands; communication strategy;

   Sammanfattning : Consumers are today continuously exposed to advertising, which value is increasing to brands. The advertising amount has long been recognized as a major driving force to signaling effects, and thus revenues. However, several brands distinguish themselves by setting their advertising amount to zero. LÄS MER