Browsing Working papers by Author "Hansen, Flemming"
Now showing items 1-6 of 6
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an emotional theoryHansen, Flemming; Percy, Larry; Hallum Hansen, Morten (København, 2004)[More information][Less information]
Abstract: The paper is concerned with the measurement of emotions and the study of the role of emotions in consumer choice. Contemporary neurological findings suggest that emotions may play a role in its own right, quite different from the way in which they have been considered in traditional consumer choice behaviour theory. A large-scale study including 800 respondents, covering 64 brands, provide findings on emotional response tendencies for the brands, and relate these to involvement, type of need gratification, purchasing behaviour, etc. URI: http://hdl.handle.net/10398/6657 Files in this item: 1
1_ 2004.pdf (340.3Kb) -
Hansen, Flemming; Nielsen, Carsten (København, 2004)[More information][Less information]
Abstract: The paper describes Danish 5-18 year olds children’s situation in year 2000 based on TNSGallup’s quantitative annual children- and youth index. The focus is on the following topics: Children’s economy and saving ability, children and the emerging electronic world, brand awareness, transaction knowledge and shopping, media use and, interest and activities. Keywords Children’s consumption, children’s money spending, children’s purchasing, children’s interest and activities URI: http://hdl.handle.net/10398/6655 Files in this item: 1
3_2004 .pdf (213.7Kb) -
Percy, Larry; Hansen, Flemming; Randrup, Rolf (København, 2004)[More information][Less information]
URI: http://hdl.handle.net/10398/6660 Files in this item: 1
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Hansen, Flemming; Bech Christensen, Lars (København, 2004)[More information][Less information]
Abstract: Using pure single-source data, this paper provides evidence for the existence and magnitude of long-term advertising effects across FMCG product categories. Furthermore, we focus on the difficulties that arise for wellestablished brands when new products are introduced into the market and product innovations take place. Our research shows that such occurrences drastically alter the relationship between share of voice and share of market in any given FMCG market, hence making it pivotal for marketers to focus on such relationships in order to maintain market position. URI: http://hdl.handle.net/10398/6641 Files in this item: 1
2_2004.pdf (484.6Kb) -
Martensen, Anne; Hansen, Flemming (København, 2004)[More information][Less information]
Abstract: The paper reports findings from a larger study of sponsors and their relationship to sponsored parties. In the present reporting, the focus is on sponsors. Rather than evaluating such sponsorships in traditional effect hierarchical terms, a conceptual Sponsor Value Model is specified as a structural equation model where the drivers are attitudes towards the sponsorship and emotions towards the sponsorship. It is found that the two classes of variables describe different aspects of the perception of sponsorships, and that they both contribute significantly to the overall value of sponsoring for a particular company. In the present paper, two cases are shown for two major sponsors. The specified Sponsor Value Model is estimated by a partial least squares (PLS) method. It is found that the two sponsors are perceived differently, both in terms of emotional and attitudinal responses. It is also found that the emotional responses aroused by the sponsorships are at least as important as those ascribable to attitudinal elements. Key words: Sponsorship, emotional response, attitudes towards sponsorship, structural equation model URI: http://hdl.handle.net/10398/6642 Files in this item: 1
4_2004 .pdf (207.4Kb) -
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URI: http://hdl.handle.net/10398/6659 Files in this item: 1
Now showing items 1-6 of 6