A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising
The thesis aims to investigate attitude towards advertising (Aad) by delving into the modeling effect of three behavioural constructs (belief, attitude and behavioural intention) between two forms of advertising, namely advertising in general and specific controversial advertising. As such, the a...
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| Format: | Thesis |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/9097/1/Ting%20Huong.pdf |
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