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. The theory applied in this study has been used from creative advertising effects due to the lack of relevant research in store window display effects. Therefore this study is a contribution to the research of store window effects. The method used in this study compare fashion high-end brand with fashion low-end brand by placing the products in the store window display where the creativity has been manipulated.

The gaming market is growing and the number of people, men and women, who play computer games, is also increasing every day. In addition, computer games are also interactive media which leads to the fact that product placement in computer games attracts and is used more frequently by marketers. It is therefore important for marketers and game developers to understand how product placement in computer games affects players' attention and attitude towards the brand or product that is product placed. We therefore examine how product placement in computer games affects players' recall of and attitude towards the brand. The aim is to help companies and game developers to see the effect of product placement in computer games on players and thus product place more efficiently.

In many earlier investigations a recall advantage of auditory lists spoken in a single voice has been found over recall of lists spoken in two alternating voices. One explanation proposed is an organization strategy which makes recall of alternating-voice lists so difficult. The strategy implies sorting same-voice words into same-voice groups at encoding. Based on this proposition, it was assumed that voice-by-voice recall would be better than recall in order of presentation, as then the recall instruction and the organization of items in memory would be in concordance. The present experiment tested and was unable to support this hypothesis.

In many earlier investigations a recall advantage of auditory lists spoken in a single voice has been found over recall of lists spoken in two alternating voices. One explanation proposed is an organization strategy which makes recall of alternating-voice lists so difficult. The strategy implies sorting same-voice words into same-voice groups at encoding. Based on this proposition, it was assumed that voice-by-voice recall would be better than recall in order of presentation, as then the recall instruction and the organization of items in memory would be in concordance. The present experiment tested and was unable to support this hypothesis.

Syftet med studien var att utreda om överraskningsmomentet inom reklamkampanjer gör att de som blivit exponerade lättare kommer ihåg namnet på varumärket. Undersökningsmetoden är kvantitativ och datan samlades in via enkäter. Vi trodde baserat på tidigare forskning att ett överraskningsmoment inom en reklamkampanj skulle hjälpa till att skapa ett högre Brand recall, vilket också blev fallet. Annonser som innehåller ett överraskningsmoment får ett större medvetande hos de som exponeras, det här leder till att de lättare kommer ihåg händelsen och de får därför ett högre Brand recall..

Syftet med studien var att utreda om överraskningsmomentet inom reklamkampanjer gör att de som blivit exponerade lättare kommer ihåg namnet på varumärket. Undersökningsmetoden är kvantitativ och datan samlades in via enkäter. Vi trodde baserat på tidigare forskning att ett överraskningsmoment inom en reklamkampanj skulle hjälpa till att skapa ett högre Brand recall, vilket också blev fallet. Annonser som innehåller ett överraskningsmoment får ett större medvetande hos de som exponeras, det här leder till att de lättare kommer ihåg händelsen och de får därför ett högre Brand recall. .

Social networks have become an important factor in today?s society. Companies as well as individuals are using these platforms to interact with one another on a daily basis. This phenomenon has mostly been acknowledged by companies on B2C markets where these social network sites are being used to communicate their brand. On B2B markets however, the usage of these platforms have not been as optimistically implemented.

Background: A strong brand is becoming an increasingly important factor when surviving on a competitive market. A strong brand can therefore be considered a strategically important resource. The relationship between a brand's strength and its distribution can decide the future of a brand in the long run. Lifestyle branding is becoming a more popular way of differentiating ones brand from the competition. Purpose: The purpose of this thesis is to identify factors which according to the lifestyle brand owners are central when measuring the strength of a brand.

When working with market communications it is important that ones brand is noticed and remembered, for which the marketer has many tools at hand. This study compares the communicative effects of PR and paid advertisement on consumers, in response to the underlying purpose to provide a theoretical framework for better understanding the relative effects of the two tools. In the struggle for consumers? attention we find ads to be a tool to achieve wider brand knowledge, whilst PR is rewarded more extensive elaboration once noticed. The study also affirms the causal link between communication credibility, attitude toward the communication and brand attitude.

The authors study the effects of brand salience on how consumers form brand attitudes and how consumers value the importance of various brand attributes. The study was conducted through two separate tests, the one focusing on the link between brand salience and brand attitudes and the other focusing on the link between brand salience and evaluations of attribute importance. Both tests measured brand salience as the ease with which brands are recalled by respondents who have been cued with a specific product category. The results show that brand salience has direct effects on both brand attitudes and the evaluation of attribute importance. As brands are recalled, high brand salience for a brand creates a more positive attitude towards that brand in the mind of the consumer.

AbstractTitle: Serial recall of two-voice lists: Words are not perceptually organized by voice.The present study examined how voice affects the perceptual grouping of words in short-term memory that are auditory presented. Three different voice-lists were used: single-voice, alternating-voice and split-voice. In single-voice lists all words were presented in the same voice. In alternating-voice lists words were presented alternately in a male and a female voice. Finally, in split-voice lists words were presented grouped four and four in a male and a female voice.

The concept of brand equity emerged inthe eightiesto justify the long term value of marketing investments. Brand equity signify the value that a brand adds to a product and is the result of the marketing of a brand. One of the most widely used strategies to enhance brand equity is to do a brand extension, which means that a firm uses an established brand to introduce a new product to the market. At worst, a failed brand extension can damage the brand equity, which Vinjamuri (2008) claims that the brand Axe is currently in danger of doing. This January Axe launched an extention including products for both men and women for the first time and Vinjamuri claims that this can disappoint Axe´s former target group (men between 14 and 27 years old) (Newman, 2012). In this thesis Axe´s brand equity among the extensions target group (men and women, age 14 to 27) in Sweden is studied to find out if the brand extension is likely to affect the brand equity in the target group.

This thesis examines the possible beneficial effects of a temporary cooperation between a national brand and a private brand. The main hypothesis suggests that if a national brand wants to make a category extension to a remote product category, it should be able to decrease its risk by affiliating itself with a private brand. The national brand should through such a brand alliance be able to borrow some of the flexible characteristics that a private brand possesses to increase its associations with the new category. The survey consisted of 800 questionnaires with different cooperations between a private brand (ICA) and two national brands (Tropicana and Bravo). These were handed out to students in the universities of Stockholm.

This dissertation is a case study on the Co-branding between Prada and LG, ?The Prada phone by LG?. The purpose of the study is to broaden the understanding of Co-branding and the effects this type of collaboration can have on a company?s brand. The research questions are: ?What effects can a Co-branding have on a company?s Brand Equity?? and ?How can these effects be measured??.

This paper examines the relationship between the experienced quality in the offering of a brand, emotional attachment and consumer commitment. The study aim to explore several dimensions of the experienced quality in the offering of a brand. Further we examine two conceptualizations of emotional attachment - Brand Attachment and Brand Love - and intend to declare the two of being two separate phenomena. We then conduct a relationship-based analysis wherein the mediating ability of Brand Attachment and Brand Love, between the experienced quality in the offering of a brand and consumer commitment, is examined. Therefore we conduct a focused quantitative study, wherein 171 customers of the fashion retailer H&M have responded to a comprehensive survey both online and in-store, to examine this fun-damental relationship and its components.