Influence of Ethnocentric Billboard Advertising Messages on Product Consumption in Nigeria: A study of Hero Lager
This study takes an empirical dive into the enormous use of ethnic and cultural appeal as an emerging advertising trend in Nigeria, using Ebonyi state and the Hero Lager as case studies. A survey research method was adopted, and a structured questionnaire was used to gather responses from 383 respon...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Altezoro s.r.o. (Slovak Republic) and Publishing Center "Dialog" (Ukraine)
2022-05-01
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| Series: | Traektoriâ Nauki |
| Subjects: | |
| Online Access: | https://pathofscience.org/index.php/ps/article/view/1190 |