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

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

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Bibliographic Details
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
Tags:	Add Tag No Tags, Be the first to tag this record!
Institution:	Nanyang Technological University

id	sg-ntu-dr.10356-11410
record_format	dspace
spelling	sg-ntu-dr.10356-114102023-05-19T05:41:36Z Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources. Goh, Sek Hong. Yeong, Felicia Hui Eng. Lau, Kok Hiong. Marshall, Roger Nanyang Business School DRNTU::Business::Advertising::Advertising method 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 2008-09-24T07:54:39Z 2008-09-24T07:54:39Z 2001 2001 Final Year Project (FYP) http://hdl.handle.net/10356/11410 Nanyang Technological University application/pdf
institution	Nanyang Technological University
building	NTU Library
continent	Asia
country	Singapore Singapore
content_provider	NTU Library
collection	DR-NTU
topic	DRNTU::Business::Advertising::Advertising method
spellingShingle	DRNTU::Business::Advertising::Advertising method Goh, Sek Hong. Yeong, Felicia Hui Eng. Lau, Kok Hiong. Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.
description	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
author2	Marshall, Roger
author_facet	Marshall, Roger Goh, Sek Hong. Yeong, Felicia Hui Eng. Lau, Kok Hiong.
format	Final Year Project
author	Goh, Sek Hong. Yeong, Felicia Hui Eng. Lau, Kok Hiong.
author_sort	Goh, Sek Hong.
title	Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.
title_short	Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.
title_full	Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.
title_fullStr	Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.
title_full_unstemmed	Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.
title_sort	believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and internet sources.
publishDate	2008
url	http://hdl.handle.net/10356/11410
_version_	1770565037229867008

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

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