Jingle and its effect on consumer behaviour.

• Main Authors: Tan, Derrick Meng Soon., Wang, Weiling., Chen, Jonathan Jieyang.
• Other Authors: Ng Sok Ling, Sharon
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/15086
• Institution: Nanyang Technological University

This paper explores the field of jingle and its effect on consumer behavior, with reference to a brand. It seeks to ascertain conflicting hypotheses and provide an update on past researches. A non-established brand is chosen as the basis of research with respondents comprising of Singapore undergrad...