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...

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Bibliographic Details
Main Authors: Meinhardt, Sara, Wallin, Annali
Format: Others
Published: Umeå universitet, Företagsekonomi 2016
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