Sökning: "brand attitude"

Visar resultat 1 - 5 av 393 uppsatser innehållade orden brand attitude.

  1. 1. To dare or not to dare – taking a stand in marketing campaigns - How companies’ decisions to take a public standpoint in social issues affect consumers’ perceptions and behaviour

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Amanda Lindén; Rebecca Lindén Pagoldh; [2020-06-23]
    Nyckelord :Corporate social responsibility; CSR marketing; Social Marketing; Brand Activism; Gender equality; Millennials; Goodwash; Resistance;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER

  2. 2. Volvo's Whisper

    Master-uppsats, Umeå universitet/Designhögskolan vid Umeå universitet

    Författare :Wenting Xu; [2020]
    Nyckelord :Autonomous; Mobility; Children; Biophilia; Vehicle Interior Design;

    Sammanfattning : The reason why the author came to Sweden made her think about her own experience living in the megacities. She realized that the people live nearby nature have more attention care about themselves, others, and the environment. They have a sensitivity of quality, comfort, and freshness, and even sustainability since they are young. LÄS MER

  3. 3. The Risks of Shock Advertising for Non-profit Organizations : A qualitative study of the effects of shock advertising on consumer processing and evaluation

    Kandidat-uppsats, Karlstads universitet/Handelshögskolan (from 2013); Karlstads universitet/Handelshögskolan (from 2013)

    Författare :Ola Olofsson; Marcus Funke; [2020]
    Nyckelord :Brand Image Incongruity; Shock Advertising; Consumer Processing; Consumer Evaluation; Brand Evaluation;

    Sammanfattning : The use of shock advertising as a means to attract consumers’ attention has been prevalent during the last decade. This is especially true in the case of non-profit organizations, where consumers are more lenient to incongruent and explicit imagery. LÄS MER

  4. 4. Skyltdocka eller vän? En kvalitativ intervjustudie om virtuella influencers som marknadsförare på Instagram

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Johanna Malmström; Jasmin Johansson; [2020]
    Nyckelord :Virtuella influencers; influencer marketing; varumärkeskommunikation; sociala medier; Social Sciences;

    Sammanfattning : I takt med att konsumenter får allt större valmöjligheter ställs också högre krav på varumärken att arbeta strategiskt med sin varumärkeskommunikation. Influencer marketing i sociala medier har därför de senaste åren ökat i popularitet, med förhoppning att det inflytande en influencer har ska påverka konsumenters attityd gentemot varumärket positivt. LÄS MER

  5. 5. Sustainable Communication: Fashion Consumers' Reception and Interaction : The Case of Nudie Jeans

    Magister-uppsats, Jönköping University/Högskolan för lärande och kommunikation

    Författare :Louisa Schäfer; [2020]
    Nyckelord :Fashion Industry; Sustainable Fashion; Dominant Social Paradigm; Attitude-Behavior Gap; Sustainable Communication; Consumer Behavior; In-depth Interviews;

    Sammanfattning : The fast fashion industry has a large negative impact on the environment and its workers. Consumers purchasing fast fashion are reinforcing the dominant social paradigm, the assumption that humans are superior and the Earth’s resources unlimited. LÄS MER