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    Emotional connectivity in branded entertainment and the gender divide. by Chee, Shona Ee Lin., Phang, Zhi Yuan., Low, Reuben Kok Cherng.

    Published 2012
    “…To test this relationship, a survey of 318 respondents comprising young adults in Singapore aged 18-25 was conducted via four experiments using two branded entertainment video clips— one by Levi’s, and the other, Coca-Cola. Care was taken to ensure an almost-even number of male and female respondents. …”
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    Final Year Project (FYP)
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