An exploratory study of the relationships between advertising appeals, spending tendency, perceived social status and materialism on perfume purchasing behavior
The purpose of the study was to investigate the purchasing behavior of Malaysians and its association with advertising appeals, tendency to spend, perceived social status and materialism. Data for this study was obtained through self-administered using convenience sampling. A total of 120 respondent...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Center for Promoting Ideas
2011
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| Online Access: | http://psasir.upm.edu.my/id/eprint/22612/1/An%20exploratory%20study%20of%20the%20relationships%20between%20advertising%20appeals.pdf |