The effect of advertisement image culture-advertised product culture congruency on perceived quality and attitude towards product in an ad

• Main Authors: Tok, Choon Siang, Png, Boon Khin, Dai, Jingke
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51431
• Institution: Nanyang Technological University

As consumers are constantly bombarded by vast amounts of advertisements, they form different quality perceptions of products as well as attitudes toward advertised products. This study examines Advertisement Image Culture-Advertised Product Culture (AIC-APC) Congruency as an important variable which...