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...

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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
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Institution:	Nanyang Technological University
Language:	English

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spelling	sg-ntu-dr.10356-422512020-11-01T06:06:18Z Understanding of Singaporean consumers' attitude toward advertising through sport Do, Young Pyun National Institute of Education DRNTU::Social sciences::Mass media::Media effects 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. RP 10/06 PDY 2010-10-05T09:01:18Z 2010-10-05T09:01:18Z 2009 2009 Research Report http://hdl.handle.net/10356/42251 en 30 p. application/pdf
institution	Nanyang Technological University
building	NTU Library
continent	Asia
country	Singapore Singapore
content_provider	NTU Library
collection	DR-NTU
language	English
topic	DRNTU::Social sciences::Mass media::Media effects
spellingShingle	DRNTU::Social sciences::Mass media::Media effects Do, Young Pyun Understanding of Singaporean consumers' attitude toward advertising through sport
description	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.
author2	National Institute of Education
author_facet	National Institute of Education Do, Young Pyun
format	Research Report
author	Do, Young Pyun
author_sort	Do, Young Pyun
title	Understanding of Singaporean consumers' attitude toward advertising through sport
title_short	Understanding of Singaporean consumers' attitude toward advertising through sport
title_full	Understanding of Singaporean consumers' attitude toward advertising through sport
title_fullStr	Understanding of Singaporean consumers' attitude toward advertising through sport
title_full_unstemmed	Understanding of Singaporean consumers' attitude toward advertising through sport
title_sort	understanding of singaporean consumers' attitude toward advertising through sport
publishDate	2010
url	http://hdl.handle.net/10356/42251
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Understanding of Singaporean consumers' attitude toward advertising through sport

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