Search for dissertations about: "Micael Dahlén"

Showing result 1 - 5 of 7 swedish dissertations containing the words Micael Dahlén.

2. 1. Marketing on the Web : empirical studies of advertising and promotion effectiveness

   Author : Micael Dahlén; Handelshögskolan i Stockholm; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

   Abstract : .... READ MORE

4. 2. 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

5. 3. The Rise of Luxury Brands Online : A study of how a sense of luxury brand is created in an online environment

   Author : Anita Radón; Per Olof Berg; Miriam Salzer-Mörling; Micael Dahlén; Lars Strannegård; Stockholms universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Luxury; Luxury Brands; Brand Image; Brand Identity; Internet; Online Environment; Communities; Counterfeits.; Business studies; Företagsekonomi; företagsekonomi; Business Administration;

   Abstract : Luxury brands have only recently tapped into the online market in an attempt to increase revenues and expand their businesses. This leap onto the online world has resulted in several new challenges, including the luxury brand paradox. READ MORE

6. 4. If I can taste it, I want it... : sensory marketing in grocery retail stores

   Author : Johan Swahn; Åsa Öström; Micael Dahlén; Örebro universitet; []
   Keywords : detaljhandel; konsumentbeteende; marknadsföring; reklam; semantik; sensorik; sensoriska beskrivningar; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; Culinary Arts and Meal Science; Måltidskunskap; Måltidskunskap; Culinary Arts and Meal Science;

   Abstract : Avhandlingen syftar till att undersöka hur man kan utveckla ett kognitivt baserat sensoriskt språk för olika produkter i detaljhandel och därefter använda det i marknadsföringen i butiksledet. Vidare undersökts om denna marknadsföring har någon effekt på konsumenternas val av produkt. READ MORE

7. 5. Green Media : Exploring Green Media Selection and its Impact on Communication Effectiveness

   Author : Claudia A Rademaker; Handelshögskolan i Stockholm; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

   Abstract : Does the choice of a medium, by which a company’s advertising message is carried, communicate something about that company’s commitment to act responsibly towards the green environment? Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand evaluations more negatively than a medium that they perceive as less harmful? If so, to what extent do companies have knowledge of such change in consumer media behavior and thereby take into account the green environmental aspect with media selection? Driven by such questions, and by way of an experiment, secondary data analysis, interviews and surveys this thesis explores green media selection and its impact on communication effectiveness from the consumer’s and marketing manager’s perspective. Building on theories of advertising planning and media selection the thesis contributes with four empirical studies to increase the understanding of green advertising media and how consumers’ eco-harmful media perceptions impact communication effectiveness. READ MORE