Consumers' belief in advertising credibility in Singapore

79 p.

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Bibliographic Details
Main Author:	Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica
Other Authors:	Venkatapparao Mummalaneni
Format:	Final Year Project
Published:	2014
Subjects:	DRNTU::Business::Advertising
Online Access:	http://hdl.handle.net/10356/58022
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Institution:	Nanyang Technological University

id	sg-ntu-dr.10356-58022
record_format	dspace
spelling	sg-ntu-dr.10356-580222023-05-19T03:30:02Z Consumers' belief in advertising credibility in Singapore Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica Venkatapparao Mummalaneni Nanyang Business School DRNTU::Business::Advertising 79 p. Advertising credibility is a topic that received much attention in the West. However, little is known about it in the Singapore context. This research project attempts to assess the level of Singaporeans' belief in advertising as well as to identify the relative importance of the 5 factors that affect the credibility of advertising namely, personal experience, regulations, manufacturer's reputation, seals of approval and source of information. A survey was conducted to collect opinions and views from the general public. A sample size of 125 was employed in this study and the respondents were selected based on convenience sampling. Factor Analysis and Conjoint Analysis were carried out to analyse the data. Based on our findings, it seems that Singaporeans' belief in advertising credibility is rather low. BUSINESS 2014-04-07T11:13:08Z 2014-04-07T11:13:08Z 1997 1997 Final Year Project (FYP) http://hdl.handle.net/10356/58022 Nanyang Technological University application/pdf
institution	Nanyang Technological University
building	NTU Library
continent	Asia
country	Singapore Singapore
content_provider	NTU Library
collection	DR-NTU
topic	DRNTU::Business::Advertising
spellingShingle	DRNTU::Business::Advertising Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica Consumers' belief in advertising credibility in Singapore
description	79 p.
author2	Venkatapparao Mummalaneni
author_facet	Venkatapparao Mummalaneni Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica
format	Final Year Project
author	Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica
author_sort	Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica
title	Consumers' belief in advertising credibility in Singapore
title_short	Consumers' belief in advertising credibility in Singapore
title_full	Consumers' belief in advertising credibility in Singapore
title_fullStr	Consumers' belief in advertising credibility in Singapore
title_full_unstemmed	Consumers' belief in advertising credibility in Singapore
title_sort	consumers' belief in advertising credibility in singapore
publishDate	2014
url	http://hdl.handle.net/10356/58022
_version_	1770565117345267712

Consumers' belief in advertising credibility in Singapore

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