The effects of Ad disliking on purchase intention.

• المؤلفون الرئيسيون: Ong, Rachel Cuiting., Chia, Gin Pei Ling., Tan, Shi Hui.
• مؤلفون آخرون: Sivakumaran, Bharadhwaj
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Advertising
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/9402
• المؤسسة: Nanyang Technological University

This experimental study aims to investigate the influence of ad disliking on consumers’ purchase intentions. Ad disliking was hypothesized to lead to lower purchase intentions than when ads are liked. In addition, it was also hypothesized to have greater effects on purchase intentions when consumer...