CGA : Empirical study on the effect of consumer generated advertising on the attitude towards a brand and the intention to buy
This survey focuses on the attitude of the consumers towards a particular brand (Starbucks) and their intention to buy before and after their exposure to consumer generated advertisements. These advertisements include both positive and negatives messages using only verbal arguments. === Αυτή η έρευν...
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2015
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| Online Access: | http://hdl.handle.net/10889/8560 |
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ndltd-upatras.gr-oai-nemertes-10889-85602015-10-30T05:06:33Z CGA : Empirical study on the effect of consumer generated advertising on the attitude towards a brand and the intention to buy Τσούτσουρα, Ελένη Θεοφανίδης, Φαίδων Tsoutsoura, Eleni Καραγιάννη, Δέσποινα Γιαννίκος, Ιωάννης Starbucks CGA Consumer generated advertising 659.144 Καταναλωτές Διαφήμιση This survey focuses on the attitude of the consumers towards a particular brand (Starbucks) and their intention to buy before and after their exposure to consumer generated advertisements. These advertisements include both positive and negatives messages using only verbal arguments. Αυτή η έρευνα επικεντρώνεται στη στάση των καταναλωτών προς μια συγκεκριμένη μάρκα (Starbucks) και την πρόθεσή τους να αγοράσουν πριν και μετά την έκθεσή τους σε διαφημίσεις που δημιουργούνται απο καταναλωτές. Αυτές οι διαφημίσεις περιλαμβάνουν τόσο θετικά οσο και αρνητικά μηνύματα χρησιμοποιώντας μόνο λεκτικά επιχειρήματα. 2015-05-25T12:04:56Z 2015-05-25T12:04:56Z 2014-02 2015-05-25 Thesis http://hdl.handle.net/10889/8560 en 12 |
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en |
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Starbucks CGA Consumer generated advertising 659.144 Καταναλωτές Διαφήμιση |
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Starbucks CGA Consumer generated advertising 659.144 Καταναλωτές Διαφήμιση Τσούτσουρα, Ελένη CGA : Empirical study on the effect of consumer generated advertising on the attitude towards a brand and the intention to buy |
| description |
This survey focuses on the attitude of the consumers towards a particular brand (Starbucks) and their intention to buy before and after their exposure to consumer generated advertisements. These advertisements include both positive and negatives messages using only verbal arguments. === Αυτή η έρευνα επικεντρώνεται στη στάση των καταναλωτών προς μια συγκεκριμένη μάρκα (Starbucks) και την πρόθεσή τους να αγοράσουν πριν και μετά την έκθεσή τους σε διαφημίσεις που δημιουργούνται απο καταναλωτές. Αυτές οι διαφημίσεις περιλαμβάνουν τόσο θετικά οσο και αρνητικά μηνύματα χρησιμοποιώντας μόνο λεκτικά επιχειρήματα. |
| author2 |
Θεοφανίδης, Φαίδων |
| author_facet |
Θεοφανίδης, Φαίδων Τσούτσουρα, Ελένη |
| author |
Τσούτσουρα, Ελένη |
| author_sort |
Τσούτσουρα, Ελένη |
| title |
CGA : Empirical study on the effect of consumer generated advertising on the attitude towards a brand and the intention to buy |
| title_short |
CGA : Empirical study on the effect of consumer generated advertising on the attitude towards a brand and the intention to buy |
| title_full |
CGA : Empirical study on the effect of consumer generated advertising on the attitude towards a brand and the intention to buy |
| title_fullStr |
CGA : Empirical study on the effect of consumer generated advertising on the attitude towards a brand and the intention to buy |
| title_full_unstemmed |
CGA : Empirical study on the effect of consumer generated advertising on the attitude towards a brand and the intention to buy |
| title_sort |
cga : empirical study on the effect of consumer generated advertising on the attitude towards a brand and the intention to buy |
| publishDate |
2015 |
| url |
http://hdl.handle.net/10889/8560 |
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AT tsoutsouraelenē cgaempiricalstudyontheeffectofconsumergeneratedadvertisingontheattitudetowardsabrandandtheintentiontobuy |
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