Understanding of Singaporean consumers' attitude toward advertising through sport
The purpose of this study was twofold. One was to compare consumers’ attitude toward advertising through sport with their attitudes toward advertising in general, television commercials, and online advertising. The other was to test a structural model to ascertain which advertising beliefs influence...
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| Format: | Research Report |
| Language: | English |
| Published: |
2010
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| Online Access: | http://hdl.handle.net/10356/42251 |
| _version_ | 1826116170336436224 |
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| author | Do, Young Pyun |
| author2 | National Institute of Education |
| author_facet | National Institute of Education Do, Young Pyun |
| author_sort | Do, Young Pyun |
| collection | NTU |
| description | The purpose of this study was twofold. One was to compare consumers’ attitude toward advertising through sport with their attitudes toward advertising in general, television commercials, and online advertising. The other was to test a structural model to ascertain which advertising beliefs influenced consumers’ attitude toward advertising through sport. Two data collections from Singapore consumers were conducted for the current study. The results provide insightful information to understand the effectiveness of communication processes in advertising through sport. |
| first_indexed | 2024-10-01T04:06:58Z |
| format | Research Report |
| id | ntu-10356/42251 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:06:58Z |
| publishDate | 2010 |
| record_format | dspace |
| spelling | ntu-10356/422512020-11-01T06:06:18Z Understanding of Singaporean consumers' attitude toward advertising through sport Do, Young Pyun National Institute of Education DRNTU::Social sciences::Mass media::Media effects The purpose of this study was twofold. One was to compare consumers’ attitude toward advertising through sport with their attitudes toward advertising in general, television commercials, and online advertising. The other was to test a structural model to ascertain which advertising beliefs influenced consumers’ attitude toward advertising through sport. Two data collections from Singapore consumers were conducted for the current study. The results provide insightful information to understand the effectiveness of communication processes in advertising through sport. RP 10/06 PDY 2010-10-05T09:01:18Z 2010-10-05T09:01:18Z 2009 2009 Research Report http://hdl.handle.net/10356/42251 en 30 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Mass media::Media effects Do, Young Pyun Understanding of Singaporean consumers' attitude toward advertising through sport |
| title | Understanding of Singaporean consumers' attitude toward advertising through sport |
| title_full | Understanding of Singaporean consumers' attitude toward advertising through sport |
| title_fullStr | Understanding of Singaporean consumers' attitude toward advertising through sport |
| title_full_unstemmed | Understanding of Singaporean consumers' attitude toward advertising through sport |
| title_short | Understanding of Singaporean consumers' attitude toward advertising through sport |
| title_sort | understanding of singaporean consumers attitude toward advertising through sport |
| topic | DRNTU::Social sciences::Mass media::Media effects |
| url | http://hdl.handle.net/10356/42251 |
| work_keys_str_mv | AT doyoungpyun understandingofsingaporeanconsumersattitudetowardadvertisingthroughsport |