Understanding of Singaporean consumers' attitude toward advertising through sport

• 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
• Institution: Nanyang Technological University

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...