Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.

• Main Authors: Koh, Pauline Wee Yan., Lim, Shannon Wan Yee., Liow, May Charn.
• Other Authors: Marshall, Roger
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising::Advertising method
• Online Access: http://hdl.handle.net/10356/8691
• Institution: Nanyang Technological University

Determination of whether the credibility of a source (online / offline) is related to its brand namei.e. no signficant difference between online and offline sources with a strong brand name and vice versa.