Exploratory study of the impact of imagery advertising on product choice.

• المؤلفون الرئيسيون: Chew, Wendy Soon Eng., Goh, Yee Min., Heok, Kassie Kah Lye.
• مؤلفون آخرون: Low, Peter Issac Siow Siam
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/10847

This project examines Singaporean consumers' response to advertisements featuring models of different nationalities, i.e. a Chinese versus foreign model. In addition, the study seeks to find out if there is any significant difference in the evaluations of advertisements by Chinese and non-Chine...