The Impact of Political Correctness On Brand Image And Purchase Intentions (Applied On Birel Egypt)
Yasser Tawifk,
Mohamed El-Deeb,
Zeinab Zaazou
et al.
Abstract:This study investigates the correlation between viewer demographics and the perception of political correctness in advertising, and its impact on brand image and purchase intentions. Using a mixed methods case study research approach, we conducted brand manager interviews, 17 consumer interviews, and a survey with n = 296 participants, all of whom were familiar with the non-alcoholic beer brand Birell. Our analysis examined the relationship between demographic variables and the perceptions of political correct… Show more
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