Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Emotioner och marknadsföring: en studie om parfymannonser
Södertörn University, School of Business Studies.
Södertörn University, School of Business Studies.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Reaching out with a specific message to consumers is the idea of marketing. Advertising is among the most common elements when it comes to marketing a product or a service. There are various ways to provide marketing with a message. A relatively new way that has become larger in marketing is to provide marketing with emotions. It has been shown in several studies that emotions can have a direct or an indirect effect such as ad-attitude and brand-attitude, and that is what our essay is about. This essay will make a research on perfume ads and see if the emotions in the ads have any connection to ad- and brand attitude.

The research began with a preliminary study to make sure that correct ads were selected for the purpose of the main study, which was to gain a greater understanding of how we are positively affected by different emotions in perfume-ads and how it may affect different variables in the effect hierarchy, such as attitude toward the ad, attitude toward the brand and brand awareness. The method that was chosen for the study was quantitative. The main study contained 5 perfume ads where emotions, ad-attitude, brand-attitude and brand-awareness were measured.

The results showed that emotions have a tendency to act as moderating variables when it comes to ad-attitude and brand-attitude. Depending on the design and conception of the ad, the results showed a stronger or weaker correlation between these variables.

Place, publisher, year, edition, pages
2011. , 88 p.
Keyword [sv]
Emotionsmarknadsföring, emotioner, annonsattityd, varumärkesattityd, parfymannonser
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-15387OAI: oai:DiVA.org:sh-15387DiVA: diva2:503513
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-02-16 Created: 2012-02-15 Last updated: 2012-02-16Bibliographically approved

Open Access in DiVA

fulltext(662 kB)600 downloads
File information
File name FULLTEXT01.pdfFile size 662 kBChecksum SHA-512
3d1d922355afe5f71bf386700d9f2340f87ed3c2c2043ec663dd6aa2b63ff36bb7aa9f9ceca8b54fffe82724f4a7e9c7f25faaeea33c0fcb12268e2bdbb00185
Type fulltextMimetype application/pdf

By organisation
School of Business Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 600 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 508 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf