hh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The Effects of Congruency in Online Advertising on Swedish Consumers
Halmstad University, School of Business and Engineering (SET).
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: The Effects of Congruency in Online Advertising on Swedish Consumers

Subject: International Marketing, Master thesis, 15 ECTS

Author: Elvan Cintosun

Tutor: Erik Hunter

Keywords: Advertising, online advertising, banner, congruency, congruent,incongruent, recall, recognition, attitude towards the web page, attitude towards the brand.

Purpose: The purpose of this study is to investigate how thematic congruence,between the online advertising and the web site, affects brandrecognition, brand recall and attitude towards the brand and web siteof Swedish consumers. In addition, the effect of gender differences onthematic congruence of Swedish consumers has been analyzed.

Method: To answer the purpose, a mixed method has been used, by collectingquantitative data from an experiment conducted on 90 participants, andqualitative data from a follow-up interview conducted on 18 respondents.

Conclusion: The study has shown that advertising congruency has effects on bothadvertising processing and advertisement effectiveness categories. Inaddition, the importance of gender differences in advertisingcongruency has been shown in this study.

Place, publisher, year, edition, pages
2010. , p. 65
Keyword [en]
advertising, online advertising, banner, congruency, congruent, incongruent, recall, recognition, attitude towards the web page, attitude towards the brand
Identifiers
URN: urn:nbn:se:hh:diva-13966OAI: oai:DiVA.org:hh-13966DiVA, id: diva2:374953
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-12-07 Created: 2010-12-06 Last updated: 2010-12-07Bibliographically approved

Open Access in DiVA

attachment(1109 kB)283 downloads
File information
File name ATTACHMENT01.pdfFile size 1109 kBChecksum SHA-512
a909700cb260604f680aadd882c9adbc3dc6f3ff2468222d68dff1d1ac1db3ac618c0d38e9dd2df41dc5e7f66a14426c36cb31044b48c59428e6fc088ce09137
Type attachmentMimetype application/pdf

Search in DiVA

By author/editor
Cintosun, Elvan
By organisation
School of Business and Engineering (SET)

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 75 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf