Selling Sexy: A quanitative study on consumer attitude and purchase intention in response to sexual images in ads by luxury and non-luxury brands
The main purpose of the study is to analyze the possible difference in attitude toward sex in advertisements when used by familiar luxury or non-luxury brands. In addition to this, the aim is to further analyze whether genders form a different attitude and purchase intention towards sexually loaded...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Umeå universitet, Företagsekonomi
2016
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-118581 |