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 |
| _version_ | 1826118500814422016 |
|---|---|
| author | Goh, Sek Hong. Yeong, Felicia Hui Eng. Lau, Kok Hiong. |
| author2 | Marshall, Roger |
| author_facet | Marshall, Roger Goh, Sek Hong. Yeong, Felicia Hui Eng. Lau, Kok Hiong. |
| author_sort | Goh, Sek Hong. |
| collection | NTU |
| description | 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 |
| first_indexed | 2024-10-01T04:44:26Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/11410 |
| institution | Nanyang Technological University |
| last_indexed | 2024-10-01T04:44:26Z |
| publishDate | 2008 |
| record_format | dspace |
| spelling | ntu-10356/114102023-05-19T05:41:36Z Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources. Goh, Sek Hong. Yeong, Felicia Hui Eng. Lau, Kok Hiong. Marshall, Roger Nanyang Business School DRNTU::Business::Advertising::Advertising method 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 2008-09-24T07:54:39Z 2008-09-24T07:54:39Z 2001 2001 Final Year Project (FYP) http://hdl.handle.net/10356/11410 Nanyang Technological University application/pdf |
| spellingShingle | DRNTU::Business::Advertising::Advertising method Goh, Sek Hong. Yeong, Felicia Hui Eng. Lau, Kok Hiong. Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources. |
| title | Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources. |
| title_full | Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources. |
| title_fullStr | Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources. |
| title_full_unstemmed | Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources. |
| title_short | Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources. |
| title_sort | believe it or not a field study of the perceived credibility of strongly and weakly branded print and internet sources |
| topic | DRNTU::Business::Advertising::Advertising method |
| url | http://hdl.handle.net/10356/11410 |
| work_keys_str_mv | AT gohsekhong believeitornotafieldstudyoftheperceivedcredibilityofstronglyandweaklybrandedprintandinternetsources AT yeongfeliciahuieng believeitornotafieldstudyoftheperceivedcredibilityofstronglyandweaklybrandedprintandinternetsources AT laukokhiong believeitornotafieldstudyoftheperceivedcredibilityofstronglyandweaklybrandedprintandinternetsources |