Consumers' belief in advertising credibility in Singapore
79 p.
| Main Author: | |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Published: |
2014
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| Online Access: | http://hdl.handle.net/10356/58022 |
| _version_ | 1811685901326090240 |
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| author | Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica |
| author2 | Venkatapparao Mummalaneni |
| author_facet | Venkatapparao Mummalaneni Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica |
| author_sort | Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica |
| collection | NTU |
| description | 79 p. |
| first_indexed | 2024-10-01T04:51:53Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/58022 |
| institution | Nanyang Technological University |
| last_indexed | 2024-10-01T04:51:53Z |
| publishDate | 2014 |
| record_format | dspace |
| spelling | ntu-10356/580222023-05-19T03:30:02Z Consumers' belief in advertising credibility in Singapore Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica Venkatapparao Mummalaneni Nanyang Business School DRNTU::Business::Advertising 79 p. Advertising credibility is a topic that received much attention in the West. However, little is known about it in the Singapore context. This research project attempts to assess the level of Singaporeans' belief in advertising as well as to identify the relative importance of the 5 factors that affect the credibility of advertising namely, personal experience, regulations, manufacturer's reputation, seals of approval and source of information. A survey was conducted to collect opinions and views from the general public. A sample size of 125 was employed in this study and the respondents were selected based on convenience sampling. Factor Analysis and Conjoint Analysis were carried out to analyse the data. Based on our findings, it seems that Singaporeans' belief in advertising credibility is rather low. BUSINESS 2014-04-07T11:13:08Z 2014-04-07T11:13:08Z 1997 1997 Final Year Project (FYP) http://hdl.handle.net/10356/58022 Nanyang Technological University application/pdf |
| spellingShingle | DRNTU::Business::Advertising Chew Hwee Hong, Lam Kok Fai, Lim Ee Ling Jessica Consumers' belief in advertising credibility in Singapore |
| title | Consumers' belief in advertising credibility in Singapore |
| title_full | Consumers' belief in advertising credibility in Singapore |
| title_fullStr | Consumers' belief in advertising credibility in Singapore |
| title_full_unstemmed | Consumers' belief in advertising credibility in Singapore |
| title_short | Consumers' belief in advertising credibility in Singapore |
| title_sort | consumers belief in advertising credibility in singapore |
| topic | DRNTU::Business::Advertising |
| url | http://hdl.handle.net/10356/58022 |
| work_keys_str_mv | AT chewhweehonglamkokfailimeelingjessica consumersbeliefinadvertisingcredibilityinsingapore |