Regulatory fit and brand-category association : a test of interaction between sport injury anxiety and message framing
Regulatory fit is one of the concepts behind persuasive messages used in advertising of a brand, aiming for a more focused and intimate approach towards consumers. The strength of brand-category association influences the consumer’s decision to purchase and is an indicator reflecting the value of th...
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| Format: | Final Year Project |
| Language: | English |
| Published: |
2015
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| Online Access: | http://hdl.handle.net/10356/63154 |
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| Institution: | Nanyang Technological University |
| Language: | English |