n Media Tenor International - now incorporating Media Tenor SA - Why the coverage on politics and business has become an image problem for US brands : end of a European Romance : agenda setting

Volume 2005, Issue 1
  • ISSN :



Extracted from text ... End of a European Romance U S brands in crisis: In December 2004, two studies by renowned market research companies raised attention by confi rming a drop in the approval ratings of McDonalds, Ford & Co. among consumers in Europe and Asia. Especially the "GMI World Poll" underlined the connection between the consumers' critical view on US foreign policy and an increasingly negative attitude towards American brands. From the Agenda Setting point of view, the public view on the Bush administration is perfectly understandable: Graph 1 illustrates the correlation between German television news coverage on the US government and the ..

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