Brand Attitudes Affected by YouTube Advertisements : A comparative analysis of Canada Vs Sweden

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

Author: Kenton Drew Sutcliffe; [2014]

Keywords: YouTube; Advertisements; Brand Recognition; Buying Intentions; Brand Attitude; Interuptive Marketing; Generation Y;

Abstract: 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.

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