Identifying the most effective international marketing communication strategy by exploring consumer attitudes towards electric car adoption: a qualitative study
Rohini Vijaygopal
London Metropolitan University
Dr Rohini Vijaygopal Rohini is a Research Fellow at the Creative Industries Research Centre at the London Guildhall Faculty of Business and Law. She is also an Associate Lecturer at the Open University Business School and teaches Chartered Institute of Marketing students too. She gained her PhD in Marketing from the Open University Business School and her research interests lie in acculturation, branding, consumer behaviour and international/social marketing. Previously she has been a Senior Lecturer in Marketing at the University of Bedfordshire as well as at various Universities in Mumbai. Rohini teaches a variety of subjects in marketing and consumer behaviour. She also regularly writes for magazines, books, newspapers and academic/business journals. Rohini’s papers have been presented at the Academy of Marketing, Consumer Culture Theory, North American Association for Consumer Research conferences. Her recent publications have appeared in the Journal of Targeting, Measurement and Analysis for Marketing, European Advances in Consumer Research and Journal of Marketing Analytics.
Abstract
It is now globally recognised that electric car adoption by consumers will lead to reduced CO2 emission and air pollution, less dependence on fossil fuels and lower noise levels. However, consumers need to make both... [ view full abstract ]
Authors
- Rohini Vijaygopal (London Metropolitan University)
Topic Area
International Marketing Track: Click here for the International Marketing track
Session
PT6-MC1 » Marketing Communications (14:30 - Tuesday, 7th July)
Paper
Rohini_AM_2015_Final_Submission_.pdf
Presentation Files
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