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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
Identifiers
URN: urn:nbn:se:lnu:diva-47373OAI: oai:DiVA.org:lnu-47373DiVA: diva2:873373
Subject / course
Business Administration - Marketing
Supervisors
Examiners
Available from: 2015-11-30 Created: 2015-11-24 Last updated: 2015-11-30Bibliographically approved

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fulltext(517 kB)143 downloads
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File name FULLTEXT01.pdfFile size 517 kBChecksum SHA-512
ac81bb48f5f2f5d4c7a607f54c61b4cb32aff5e01de3bf6748677eaa6bc8072e8df9763e551f9ecd2f94884bf0c3d20efb2475638209015685f76ec96dde4f24
Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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