Påverkar kultur konsumenters attityd mot reklam? : En kvantitativ studie om konsumenters attityd mot kulturellt inkongruenta reklambudskap
In today’s globalised world, international marketing is everyday business for many companies. Culture is a factor that might affect the effectiveness of international marketing. The purpose of this study is to examine how Swedish consumer’s attitude towards advertising is affected by cultural incong...
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| Format: | Others |
| Language: | Swedish |
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Linnéuniversitetet, Institutionen för marknadsföring (MF)
2016
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53469 |