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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.
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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