Review of hierarchy-of-effects (HOE) models and higher education advertising in Malaysia

• Main Authors: Yaakop, Azizul Yadi, Mahadi, Nomahaza, Zainal Ariffin, Zailin, Omar, Siti Sarah
• Format: Article
• Language: English
• Published: Academic Research Publishing Group 2018
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.utm.my/id/eprint/85492/1/NomahazaMahadi2018_ReviewofHierarchyofEffectsHoeModels.pdf; http://eprints.utm.my/id/eprint/85492/; http://dx.doi.org/10.32861/jssr.411.212.219
• Institution: Universiti Teknologi Malaysia

The most enduring and controversial models of advertising effectiveness are the Hierarchy-of-effects (HOE) models, which are of particular interest to researchers in marketing and advertising. This paper gives emphasis on the selection of these hierarchical models in the context of Higher Education...