Impact of Controversial Advertising on an Individual's Intent to Purchase
Advertisements that cause offense and shock also known as controversial advertisements are widely being accepted as another paradigm of marketing amongst firms across the world. It would seem to imply that these advertisements also achieve the key marketing objectives of attracting and converting cu...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English English |
| Published: |
2013
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| Online Access: | https://eprints.nottingham.ac.uk/26556/ |