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Brand Attitudes Affected by YouTube Advertisements: A comparative analysis of Canada Vs Sweden
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This paper focuses on the brand attitudes of generations Y in the areas of Canada and Sweden on YouTube advertisements. The goal of the paper was to see if there is a difference between the attitudes of the two different locations and how these attitudes affect brand recognition and purchase intentions of the products or services being advertised.

Place, publisher, year, edition, pages
2014. , 47 p.
Keyword [en]
YouTube, Advertisements, Brand Recognition, Buying Intentions, Brand Attitude, Interuptive Marketing, Generation Y
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-47373OAI: diva2:873373
Subject / course
Business Administration - Marketing
Available from: 2015-11-30 Created: 2015-11-24 Last updated: 2015-11-30Bibliographically approved

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