Sökning: "creativity and purchase intentions"

Visar resultat 1 - 5 av 6 uppsatser innehållade orden creativity and purchase intentions.

1. 1. Effective mobile display advertising: The impact of product involvement and creativity

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

   Författare :Erik Schuss; Martin Söndergaard; [2016]
   Nyckelord :Mobile advertising; Product involvement; Brand intentions; Brand attitudes; Creativity;

   Sammanfattning : Mobile advertising is rapidly becoming one of the most important media channels, but research is scant and the effectiveness contended. Not all product types are proven to be effectively advertised in the mobile phone, as attention in general is believed to be low. LÄS MER

3. 2. Femvertising - Icke stereotypisk reklam med kvinnostärkande budskap

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

   Författare :Stephanie Hornevall; Kristina Netterlid; Aleksandra Srdic; [2015]
   Nyckelord :femvertising; incongruence; equality; stereotypes; advertising;

   Sammanfattning : In today's media landscape, advertising is dominated by stereotypes due to the perceived contradiction that exists between exposing different forms of beauty and simultaneously communicating in an efficient way. Theories imply that attractiveness sells, however researchers have shown that this might not always be true. LÄS MER

4. 3. What is Relevant to the Consumer?

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

   Författare :Susanne Holmsäter; [2013]
   Nyckelord :Relevance; Creativity; Advertising; Consumer Behavior; Effectiveness Measures;

   Sammanfattning : The ways consumer perceive and think about relevance in an advertising context are investigated through exploring research questions through a quantitative research method in an attempt to broaden the measurements of this variable. By using the work of Smith et al (2007) as a starting point this study adds to the current research by complementing previous findings. LÄS MER

5. 4. Skyltfönster som kommunikationsverktyg- En kvantitativ studie om kreativa och mindre kreativa skyltfönsters effekter

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

   Författare :Amra Besic; [2013]
   Nyckelord :store window display; creative effects; brand associations; high-end brand; low-end brand;

   Sammanfattning : This research examines the effects of creative store window displays of fashion brands in enhancing recall, attitudes, intentions and brand associations. A comparison has been made between high-end and low-end brands, creative versus non creative store window displays to identify differences in effects. LÄS MER

7. 5. Unbundling Creativity

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

   Författare :Henrik Lethagen; Erik Modig; [2008]
   Nyckelord :creativity; advertising; effectiveness; attitudes; intentions;

   Sammanfattning : In today’s media landscape advertisers find it ever more challenging to break through the clutter of competing ads in order to shape consumers’ attitudes and intentions and move them to purchase. An alternative strategy to greater advertising spending may be more creative advertising, which has been proposed to promote advertising effectiveness. LÄS MER