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
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...
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| Μορφή: | Thesis |
| Γλώσσα: | English |
| Έκδοση: |
2015
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| Διαθέσιμο Online: | http://hdl.handle.net/10889/8947 |
