Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.
Internet sources usually have less credibility than sources using conventional media. Using brand-name as a mediator of credibility,it was found that no differences exist for Internet and conventional media for strong brands but a difference exists for weak brands
| 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/10356/11410 |