The effect of advertisement image culture-advertised product culture congruency on perceived quality and attitude towards product in an ad
As consumers are constantly bombarded by vast amounts of advertisements, they form different quality perceptions of products as well as attitudes toward advertised products. This study examines Advertisement Image Culture-Advertised Product Culture (AIC-APC) Congruency as an important variable which...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/51431 |