CGA : Empirical study on the effect of consumer generated advertising on the attitude towards a brand and the intention to buy
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Date
2015-05-25
Authors
Τσούτσουρα, Ελένη
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Abstract
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.
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Keywords
Starbucks, CGA, Consumer generated advertising