A Study Of Consumers' Attitude Towards Magazine Advertising In Malaysia

Mahdavi, Naghmeh (2012) A Study Of Consumers' Attitude Towards Magazine Advertising In Malaysia. Masters thesis, Multimedia University.

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Abstract

This study focuses on measuring attitude which consists of five different determinants namely theme of pleasure,informativeness,advertisement's content credibility,advertisers' credibility and celebrity credibility. The objectives of this study are identifying the most important belief factors which influence Malaysian residents' attitude towards Magazine advertising and then examining the relationship between them and finally examining whether attitude towards advertisements in Magazine differs between Malaysian male and female residents.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC Economic History and Conditions > HC79 Special Topics
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Users 1102 not found.
Date Deposited: 06 Dec 2012 05:36
Last Modified: 06 Dec 2012 05:36
URI: http://shdl.mmu.edu.my/id/eprint/3670

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