4 uppsatser
effekter på upplevt reklamvärde och köpintention
This thesis provides the first test of the effects of ”advertising talk”, i.e. comments, discussions and opinions about advertising. Despite its prevalence quantitative research on advertising talk has been scarce and this study is thus an attempt to fill in some blanks …
En jämförelse mellan gerillareklam och traditionell reklam
… every day. One of the most widely discussed of these methods is guerrilla advertising. Even though the method has received numerous praises there are not any academic proofs supporting these arguments. The authors, of this thesis, have examined if guerrilla advertising is more …
En studie om avkodningens betydelse ur ett mottagarperspektiv inom marknadsföringsmetoden celebrity endorsement
Celebrities used in advertising has recently been something that consumers have come in contact with on a daily basis. Corporations use celebrities and their attributes as positive reinforcement and association towards the company or their marketed product. Through increased …
Kreativitet är vad du uppfattar och beror på dina egna erfarenheter
Previous research within the field of advertising creativity has been based on the point of view of professional advertisers, deciding the norms of creativity without wondering how consumers define creativity. Thus, the main purpose of our thesis has been to investigate which …
