Marketing communication, Brand management concerning the value of art
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | art branding communication management marketing |
| Online Access: | http://dolgozattar.uni-bge.hu/43132 |
| Kivonat: | In this paper, considering the fast culture effects on marketing and commercial industry, I have investigated consumers' perception and thoughts towards marketing campaigns that used well known artworks or elements from a famous artwork in their execution. By conducting an online survey(N=135) and interview(N=8) for gathering information from people living in different countries. Moreover, its’ emotion-based evaluation regarding the advertised product or service considering the current fast culture effects on marketing and commercial industry. Additionally, it provides a unique way of connecting the person and the brand via the bridge of art, which obviously increases the worthiness of the communication and as such the perceived worth of the communicated product or service. |
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