Regulatory fit and brand-category association : a test of interaction between sport injury anxiety and message framing

• Main Author: Lim, Sher Jie
• Other Authors: Adrian Kee
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: Science::General
• Online Access: http://hdl.handle.net/10356/63154
• Institution: Nanyang Technological University

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...