Understanding of Singaporean consumers' attitude toward advertising through sport

Understanding of Singaporean consumers' attitude toward advertising through sport

The purpose of this study was twofold. One was to compare consumers’ attitude toward advertising through sport with their attitudes toward advertising in general, television commercials, and online advertising. The other was to test a structural model to ascertain which advertising beliefs influence...

Full description

Saved in:
Bibliographic Details
Main Author: Do, Young Pyun
Other Authors: National Institute of Education
Format: Research Report
Language:English
Published: 2010
Subjects:
DRNTU::Social sciences::Mass media::Media effects
Online Access:http://hdl.handle.net/10356/42251
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Nanyang Technological University
Language: English
Description
Summary:The purpose of this study was twofold. One was to compare consumers’ attitude toward advertising through sport with their attitudes toward advertising in general, television commercials, and online advertising. The other was to test a structural model to ascertain which advertising beliefs influenced consumers’ attitude toward advertising through sport. Two data collections from Singapore consumers were conducted for the current study. The results provide insightful information to understand the effectiveness of communication processes in advertising through sport.

Similar Items