It’s just a meme bro! : How memes in marketing communication affects brand personality
Internet memes have in recent years become a prevalent phenomenon which brands have now started to use in their marketing communication efforts. Previous brand personality research suggested that communication style can change a brand’s perceived personality from a consumer’s perspective. The purpos...
Main Authors: | , |
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Format: | Others |
Language: | English |
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Högskolan Kristianstad, Fakulteten för ekonomi
2021
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Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22375 |