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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
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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