Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/11410
Title: Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.
Authors: Goh, Sek Hong.
Yeong, Felicia Hui Eng.
Lau, Kok Hiong.
Keywords: DRNTU::Business::Advertising::Advertising method
Issue Date: 2001
Abstract: Internet sources usually have less credibility than sources using conventional media. Using brand-name as a mediator of credibility,it was found that no differences exist for Internet and conventional media for strong brands but a difference exists for weak brands
URI: http://hdl.handle.net/10356/11410
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

Files in This Item:
File Description SizeFormat 
NBS-REPORTS_709.pdf
  Restricted Access
194.52 kBAdobe PDFView/Open

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.