An exploratory study on the effects of positive and negative consumer generated advertising using informative and demonstrative executional frameworks on brand attitude and purchase intention

• Main Author: Παπαδιαμαντοπούλου, Χαρίκλεια
• Other Authors: Καραγιάννη, Δέσποινα
• Format: Thesis
• Language: English
• Published: 2015
• Subjects: Consumer generated advertising; Executional frameworks; Attitude towards the advertisment; Attitude towards the brand; Purchase intention; Positive messages; Negative messages; Παραγόμενη από καταναλωτές διαφήμιση; Εκτελεστικό πλαίσιο διαφήμισης; Στάση απέναντι στην διαφήμιση; Στάση απέναντι στη μάρκα; Πρόθεση αγοράς; Θετικά μηνύματα; Αρνητικά μηνύματα; 658.834 2

Consumer Generated Advertising (CGA) is a field that will cause important changes in the future of advertising. The continuously growing media environment, combined with the increasing creativity of consumers, has rendered web platforms a mean for information exchange and consumer interaction. Consu...