Sökning: "brand personality advertising"

Visar resultat 1 - 5 av 21 uppsatser innehållade orden brand personality advertising.

  1. 1. Bringing Brands to Life: A study on the impact of brand anthropomorphism and personalization on advertisement attitudes in a social media context

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Författare :Sofia Alm; Rebecca Åbom; [2023]
    Nyckelord :Brand Anthropomorphism; Personalization; Privacy Concerns; Brand Trust; Advertisement Attitudes;

    Sammanfattning : Brand anthropomorphism is a frequently used marketing strategy to enhance a brand's humanlike features and characteristics. Businesses use brand anthropomorphism to increase their brands' appeal, likeability, and memorability for consumers. LÄS MER

  3. 2. Trocaderos rebranding – från töntigt till trendigt : En kvalitativ fallstudie om varumärkespersonligheten som strategisk aspekt vid rebranding

    Kandidat-uppsats, Stockholms universitet/Företagsekonomiska institutionen

    Författare :Hanna von Szalay; Vendela Nygren; [2023]
    Nyckelord :Rebranding; brand personality; brand strategy; Aaker; beverage industry; Trocadero; Rebranding; varumärkespersonlighet; varumärkesstrategi; Aaker; dryckesindustrin; Trocadero;

    Sammanfattning : I studier om rebranding görs det ofta en uppdelning i en visuell och en strategisk aspekt, där fokus i huvudsak ligger på den visuella aspekten. Det som saknas i forskning om rebranding är den strategiska aspekten – bland annat en förändrad varumärkesperson- lighet. LÄS MER

  4. 3. The Impact of Artists on consumer's behavior : A study on how artists influences on consumer's purchasing behavior in latin  countries

    Kandidat-uppsats, Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap; Jönköping University/IHH, Marketing and Logistics

    Författare :Miguel Angel Serrano Manchón; [2021]
    Nyckelord :Influencer marketing; Consumer’s Behavior; Viral Marketing; Latin Countries; Purchasing Behavior; Latin music; Marketing de influenciadores; comportamiento del consumidor; marketing viral; países latinos; comportamiento de compra; música latina;

    Sammanfattning : Background: We currently live in a time when consumers trust more on social media and less on traditional advertising as a source of information for their purchasing decisions. Social media and traditional advertising must be integrated somehow so that marketers can communicate more effectively with their target market. LÄS MER

  5. 4. How weird elements in brand communication can strengthen brand intimacy.

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
    Nyckelord :Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

    Sammanfattning : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. LÄS MER

  7. 5. Facebook: Den nya digitala plattformen för annonsering : En kvalitativ studie om konsumentens attityd till Facebook-annonsering

    Kandidat-uppsats, Högskolan i Gävle/Avdelningen för ekonomi

    Författare :Guhdar Batté; Tobias Zälle; [2021]
    Nyckelord :Facebook; annonsering; konsumentens attityd;

    Sammanfattning : Background and problem discussion The new lifestyle developed by today's generation is based on an increasing digitalization and use of social media. The fundamental reason behind digitalization is that information´s availability in digital form has increased. LÄS MER