Effects of puffery on consumer purchase decision
The main purpose of this study is to examine the effect of advertising puffery on consumers in the purchase decision process, in terms of consumer attitude, ad affect and purchase intention. Respondents were exposed to advertising communications material and subsequently participated in product tria...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/10484 |