Research Questions
The
objective of this research is generally to understand the people’s attitude and
behavior towards the controversial ads. Specifically, the objective of this
study is:
a) What
is the impact of the controversial advertising on consumers’ attitude towards
the product and company that was advertised and the behavioral intention
(purchase intention and word of mouth)?
b) Does
consumers’ familiarity towards the controversial advertising will increase the
consumers’ positive attitude towards the product and company that was
advertised and behavioral intention (purchase intention and word of mouth)?
No comments:
Post a Comment