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...

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Bibliographic Details
Main Authors: Krasniqi, Alban, L. Palmstadius, Victor
Format: Others
Language:English
Published: Högskolan Kristianstad, Fakulteten för ekonomi 2021
Subjects:
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22375