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|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)|
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