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 effective advertisement. Participants were asked to view either a print or a video advertisement before giving their responses through survey. The authors measured purchase intentions of 250 consumers on three products with different levels of involvements. Our finding suggestedpositive attitude towards advertising and effective celebrity endorsements are the main factors that are associated with high purchase intention of Singapore consumers.