Does ethics in advertisement affect consumption and brand loyalty in the portuguese beer market?: Millennials vs Generation X perception
Nowadays, the market where the main brands operate presents the highest levels of competitiveness ever experienced as well as new obstacles to reach the consumer. However, new forms of communication have emerged over the last few years and the effectiveness of integrated marketing communication syst...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2018
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| Texto completo: | http://hdl.handle.net/10071/18260 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/18260 |