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Påverkar kultur konsumenters attityd mot reklam?: En kvantitativ studie om konsumenters attityd mot kulturellt inkongruenta reklambudskap
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In today’s globalised world, international marketing is everyday business for many companies. Culture is a factor that might affect the effectiveness of international marketing. The purpose of this study is to examine how Swedish consumer’s attitude towards advertising is affected by cultural incongruence in the advertising message. To test this, a survey with four different versions of an advertising message was used. The different advertising messages were congruent, incongruent and two that were partly congruent with Swedish culture. The two versions that were partly congruent acted as the control version. If the advertising message was congruent with Swedish culture or not, was decided by the use of Hofstede’s theory of cultural dimensions. The result was that Swedish consumer’s attitude was no different regardless if the advertising message was congruent, incongruent or neither.

Place, publisher, year, edition, pages
2016. , 49 p.
Keyword [sv]
globalisering, kultur, Hofstede, konsumentbeteende, attityd, marknadsföring
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-53469OAI: diva2:936580
Subject / course
Business Administration - Marketing
Available from: 2016-06-14 Created: 2016-06-14 Last updated: 2016-06-14Bibliographically approved

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Type fulltextMimetype application/pdf

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Bengtsson, Mathilda
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