Sökning: "varumärkestrovärdighet"

Hittade 2 uppsatser innehållade ordet varumärkestrovärdighet.

1. 1. Fin- eller fulmedier?

   Kandidat-uppsats, Göteborgs universitet/Institutionen för journalistik, medier och kommunikation; Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Författare :Ellen Ivarson; Emma Holmsen; Julia Fredriksson; [2018-09-07]
   Nyckelord :förtroende; medieförtroende; trovärdighet; varumärke; varumärkestrovärdighet; Aftonbladet; Dagens Nyheter; fin- och fulmedia; trust; trust in media; credibility; brand; brand credibility; Aftonbladet; Dagens Nyheter;

   Sammanfattning : This study explores how the brand of a newspaper affects the perception of credibility for the content in the article. The idea was to compare a morning paper which the audience generally has a bigger trust in with a tabloid paper that is often perceived as less credible. LÄS MER

3. 2. Advertorials; an effective or destructive marketing practice? : The effect of advertorial deception on irritation, credibility, and attitude, both for the advertiser and the advertising medium

   Magister-uppsats, IHH, EMM (Entreprenörskap, Marknadsföring, Management)

   Författare :Jimmy Bergqvist; Jens Ingelstedt; [2010]
   Nyckelord :Advertorials; deceptive marketing; brand credibility; advertising avoidance; likeliness to return to site; brand attitude; on-line adver-tising; news advertising; Annonser; vilseledande marknadsföring; varumärkestrovärdighet; reklamundvikande; sannolikhet att återvända till webbsida; varumärkesattityd; online-reklam; reklam i nyheter;

   Sammanfattning : The thesis explores advertorials, advertising made to look like editorial content, from a consumer behaviour perspective. Introduction                 Consumers are exposed to a staggering amount of advertisements each day. This so-called advertising clutter makes it difficult for marketers to reach the consumer. LÄS MER