Ethnic based cues :reaction of malay and chinese

• 主要作者: Bong, Shak Peng.
• 格式: Final Year Project Report
• 語言: English
• 出版: UNIMAS 2009
• 主題: H Social Sciences (General); HT Communities. Classes. Races
• 在線閱讀: http://ir.unimas.my/id/eprint/7071/3/Bong%2C%20Shak%20Peng%20%20ft.pdf; http://ir.unimas.my/id/eprint/7071/

This study presents the impact of advertising cues in billboard advertisements towards consumers’ attitudinal and behavioral intentions. The conceptual basis of the model is Speech Accommodation Theory (SAT) to the use of cues in billboards advertisement. The model was tested on...