The impact of localisation of advertising on purchase intentions.

• Main Authors: He, Dacheng., Mandhela, Eufratia., Yolanda, Anastasya.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/48138
• Institution: Nanyang Technological University

In this study, the authors are examining four elements of advertising strategies (general attitude towards advertising, perception of country of origin, belief in advertisement claims and components of the advertisement) and whether the degree of product involvement moderates the impact of an effect...