Sökning: "Lara Gendre"
Hittade 1 uppsats innehållade orden Lara Gendre.
1. Effective or offensive advertising? : An exploratory study on negative Word-of-Mouth and consumers’ perception
Kandidat-uppsats, Högskolan i Jönköping/IHH, FöretagsekonomiSammanfattning : Background: Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond. Purpose: The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial. LÄS MER
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