Search for dissertations about: "brand attitude"

Found 4 swedish dissertations containing the words brand attitude.

  2. 1. Brand choice in goal-derived categories : what are the determinants?

    Author : Fredrik Lange; Handelshögskolan i Stockholm; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

    Abstract : The common view of brand choice in consumer marketing is that brands compete against each other within a specified product category. For example, different coffee brands are compared and evaluated by consumers and the most preferred brand is selected. READ MORE

  4. 2. Exploring Branded Flash Mobs : A study of the impact of branded flash mobs on consumer behavior and consumer experience

    Author : Philip Grant; Esmail Salehi-Sangari; Gerarad Prenderjast; KTH; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; branded entertainment; flash mob; consumer behaviour; guerilla marketing; viral marketing; brand equity; Aad; Nationalekonomi; Economics;

    Abstract : The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. READ MORE

  5. 3. Celebrity entrepreneurship and celebrity endorsement : Similarities, differences and the effect of deeper engagement

    Author : Erik Hunter; Per Davidsson; Helén Anderson; Claes Wahlbin; Eileen Fischer; Jönköping University; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Business studies; Företagsekonomi;

    Abstract : Increasingly, celebrities appear not only as endorsers for products but are apparently engaged in entrepreneurial roles as initiators, owners and perhaps even managers in the ventures that market the products they promote. Despite being extensively referred to in popular media, scholars have been slow to recognize the importance of this new phenomenon. READ MORE

  6. 4. The impact of consumer knowledge, information mode and presentation form on advertising effects

    Author : Sanjay Nagaraj; Nils Enlund; Micael Dahlen; KTH; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Media and communication studies; Medie- och kommunikationsvetenskap;

    Abstract : Consumers consistently acquire information on product attributes available to them. In considering the many and varied effects of advertising a very central issue is how these attribute information in an ad is processed, that is, how consumers were able to comprehend and remember what an ad claimed. READ MORE