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Reklamkapital: En kvantitativ undersökning kring förekomsten av reklamkapital hos svenska varumärken
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Reklamkapital är en dimension inom varumärkeskapital som beskriver de långsiktiga effekterna av konsumenters helhetsuppfattning av ett varumärkes alla tidigare reklamkampanjer. Denna uppsats kommer utvärdera om begreppet reklamkapital är hållbart genom att undersöka om tre välkända svenska varumärken har genererat reklamkapital. Vidare kommer den utvärdera om förekomsten av reklamkapital påverkar konsumenternas villighet att söka sig till varumärkens framtida reklam.

Abstract [en]

Advertising equity is a dimension within brand equity that describes the long-term effects of consumers overall view of a brand’s all previous advertising. This essay will evaluate if the term advertising equity is sustainable by examining if three well known swedish brands have generated advertising equity. Furthermore it will evaluate if the presence of advertising equity affects the consumers’ willingness to approach brands’ future advertising.

Place, publisher, year, edition, pages
2017. , 83 p.
Keyword [en]
advertising, advertising equity, brand, brand equity
Keyword [sv]
reklam, reklamkapital, varumärke, varumärkeskapital
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:sh:diva-32878OAI: oai:DiVA.org:sh-32878DiVA: diva2:1111610
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2017-06-20 Created: 2017-06-19 Last updated: 2017-06-20Bibliographically approved

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Reklamkapital(1679 kB)9 downloads
File information
File name FULLTEXT01.pdfFile size 1679 kBChecksum SHA-512
10dc41489502f7934fb61a0d96ed23d16350f4796ebc3064dc91eaaa694cfcc00a0289c3303c0f75f2aa734676129c414e9cd27c368dc8e3c5083ecda74a0c86
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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