Abstract
This investigation is the first to examine Irish consumer attitudes towards marketing and, in addition to the categories examined in the original Gaski and Etzel study of consumer sentiment, it investigates attitudes towards “Buying Irish.”
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© 2015 Academy of Marketing Science
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Dodds, W.B., Sinnott, A., O’Reilly, N., Lynch, J., Gannon, M. (2015). The Irish Consumer Current Sentiments Toward Marketing. In: Spotts, H. (eds) Creating and Delivering Value in Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11848-2_85
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DOI: https://doi.org/10.1007/978-3-319-11848-2_85
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11847-5
Online ISBN: 978-3-319-11848-2
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