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|Title:||Exploratory study of the impact of imagery advertising on product choice.||Authors:||Chew, Wendy Soon Eng.
Goh, Yee Min.
Heok, Kassie Kah Lye.
|Keywords:||DRNTU::Business::Marketing::Consumer behavior||Issue Date:||1999||Abstract:||This project examines Singaporean consumers' response to advertisements featuring models of different nationalities, i.e. a Chinese versus foreign model. In addition, the study seeks to find out if there is any significant difference in the evaluations of advertisements by Chinese and non-Chinese Singaporeans. The exploratory study was undertaken, as there were not many local studies done in this area of research.||URI:||http://hdl.handle.net/10356/10847||Rights:||Nanyang Technological University||Fulltext Permission:||restricted||Fulltext Availability:||With Fulltext|
|Appears in Collections:||NBS Student Reports (FYP/IA/PA/PI)|
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