Sökning: "Nina Åkestam"

Hittade 1 avhandling innehållade orden Nina Åkestam.

1. 1. Understanding Advertising Stereotypes : Social and Brand-Related Effects of Stereotyped versus Non-Stereotyped Portrayals in Advertising

   Författare :Nina Åkestam; Handelshögskolan i Stockholm; []
   Nyckelord :;

   Sammanfattning : This thesis examines consumer responses to stereotyped and non-stereo­typed portrayals in advertising. More specifically, it investigates the impact of stereotyped versus non-stereotyped portrayals in terms of gender, ethnicity, and sexual orientation on social effects, such as social connectedness and empathy, and brand-related effects, such as ad attitudes, brand attitudes, and purchase intentions. LÄS MER