Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.

• Main Authors: Goh, Sek Hong., Yeong, Felicia Hui Eng., Lau, Kok Hiong.
• Other Authors: Marshall, Roger
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising::Advertising method
• Online Access: http://hdl.handle.net/10356/11410
• Institution: Nanyang Technological University

Internet sources usually have less credibility than sources using conventional media. Using brand-name as a mediator of credibility,it was found that no differences exist for Internet and conventional media for strong brands but a difference exists for weak brands