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Title: Understanding of Singaporean consumers' attitude toward advertising through sport
Authors: Do, Young Pyun
Keywords: DRNTU::Social sciences::Mass media::Media effects
Issue Date: 2009
Abstract: The purpose of this study was twofold. One was to compare consumers’ attitude toward advertising through sport with their attitudes toward advertising in general, television commercials, and online advertising. The other was to test a structural model to ascertain which advertising beliefs influenced consumers’ attitude toward advertising through sport. Two data collections from Singapore consumers were conducted for the current study. The results provide insightful information to understand the effectiveness of communication processes in advertising through sport.
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NIE Research Reports (Staff & Graduate Students)

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