Cultural Attitudes and Perspectives in Alcohol Marketing

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dc.contributor.advisorKiss, Virag Agnes Bakosne
dc.contributor.authorGilani, Syed Abdul Qadir Hasan
dc.contributor.departmentDE--Gazdaságtudományi Kar
dc.date.accessioned2025-12-18T13:50:06Z
dc.date.available2025-12-18T13:50:06Z
dc.date.created2025-10-28
dc.description.abstractThis thesis compares Western and Eastern societies to examine how cultural attitudes affect alcohol marketing customer behaviour. It analyzes how cultural norms, attitudes, and beliefs affect alcohol use and global brand marketing. Hofstede's cultural aspects and Hall's context theory are used to study how individuality, collectivism, masculinity, and uncertainty avoidance affect alcohol advertising responses. My research for my thesis contrasts quantitative survey data with qualitative insights using mixed methods. That is, Eastern and conservative cultures link alcohol with moral restrictions, religious constraints, and social taboos, while Western societies enjoy it as a symbol of freedom, pleasure, and social identity. The results show that multinational alcohol corporations adapt their marketing to local cultural and regulatory differences along with policies from the World Health Organization. We will also discuss how culture influences consumer behaviour and marketing communication by analyzing these dynamics and emphasizes the need for culturally sensitive, responsible, and sustainable alcohol marketing in an increasingly linked globe, contributing to the global marketing ethics conversation.
dc.description.courseInternational Economy and Business
dc.description.degreeMSc/MA
dc.format.extent110
dc.identifier.urihttps://hdl.handle.net/2437/401025
dc.language.isoen
dc.rights.infoHozzáférhető a 2022 decemberi felsőoktatási törvénymódosítás értelmében.
dc.subjectAlcohol marketing
dc.subjectAlcohol perspectives
dc.subjectCultural attitudes
dc.subjectDigital marketing
dc.subjectAi in alcohol marketing
dc.subject.dspaceEconomics::Marketing
dc.titleCultural Attitudes and Perspectives in Alcohol Marketing
dc.title.subtitleA comparative study between West and East World
dc.title.translatedKulturális attitűdök és nézőpontok az alkohol marketingben. Egy összehasonlító tanulmány a Nyugat és Kelet világáról
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