Sökning: "Annali Wallin"

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  1. 1. Selling Sexy: A quanitative study on consumer attitude and purchase intention in response to sexual images in ads by luxury and non-luxury brands

    Kandidat-uppsats, Umeå universitet/Företagsekonomi

    Författare :Sara Meinhardt; Annali Wallin; [2016]
    Nyckelord :consumer attitude; purchase intention; advertising;

    Sammanfattning : 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 ads and the impact of varying degrees of sexual imagery shown in the ad on the factors like purchase intention. LÄS MER