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The use of brand and masculinity archetypes in analysing consumer engagement in advertising

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …

Persistent link: https://www.econbiz.de/10014230646

Generation Z's and millennials' perception of masculinity in advertising : a challenge for advertisers

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus …

Persistent link: https://www.econbiz.de/10014318225

Product Pricing when Demand Follows a Rule of Thumb

Matzke, Christina; Wirth, Benedikt - 2009

We analyze the strategic behavior of firms when demand is determined by a rule of thumb behavior of consumers. We assume consumer dynamics where individual consumers follow simple behavioral decision rules governed by imitation and habit as suggested in consumer research. On this basis, we...

Persistent link: https://www.econbiz.de/10010270001

Der Wandel von Push- zu Pull-Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche

Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 8-16

email in the brand communication of luxury goods. Referring to the model of intereffication it is stated that journalism and … serve as a reliable source of multimedia-ready information for journalists. In addition, a collection of luxury brand …’s facts and news could be presented to all stakeholders. But special procedures in the field of luxury goods speak against the …

Persistent link: https://www.econbiz.de/10010420965

Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media

Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Persistent link: https://www.econbiz.de/10010420967

Advertising in Social Networks

Pustylnick, Igor - 2014

The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web Sites were considered as a uniform group. The only differentiation factors were the number of users and the amount of traffic passed through the site. This paper classifies the...

Persistent link: https://www.econbiz.de/10014174645

Evidence on the Effects of Mandatory Disclaimers in Advertising

Green, Kesten C.; Armstrong, J. Scott - 2015

Disclaimers are widely used by firms to warn customers of dangers and limitations of their products, and are persuasive when the issue is important. We examine the effects of mandatory disclaimers. Speech restrictions conflict with basic economic incentives. Sellers are motivated by profit to...

Persistent link: https://www.econbiz.de/10014175010

Advertising Pre-Testing in Simulated Test Marketing

Korotkov, Nikolay Y. - 2011

Advertising pre-testing (or copy testing) is often employed in sales forecasting. It helps to quantify the impact of advertising on generating awareness, trial and repeat purchases. This paper reviews existing copy testing practices and makes some practical recommendations in the context of...

Persistent link: https://www.econbiz.de/10014176687

Advertising Exposures for a Seasonal Good in a Segmented Market

Favaretto, Daniela; Luca, Grosset; Viscolani, Bruno - 2012

The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide-spectrum media are available, under the assumption of...

Persistent link: https://www.econbiz.de/10014041105

The Internet as an Advertising Support

Morozan, Cristian - 2015

The online environment's most powerful followers talk in glorious terms about the fact that the Internet will be changing the whole world media structure. Certainly, it is factual that technology affects the media nature, but it is by the same means false to reason that the existent...

Persistent link: https://www.econbiz.de/10014046918