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

• المؤلفون الرئيسيون: Tok, Choon Siang, Png, Boon Khin, Dai, Jingke
• مؤلفون آخرون: Nanyang Business School
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2013
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/51431

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...