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The Effect of Global Advertisement on Brand Image in Laptop Industry

Autor Abdolrazagh Madahi, S. Moosavi
en Limba Engleză Paperback – 16 iul 2012
Advertisements are a form of communication, not mere manipulation: they help make sense of the world, defining its difference and essences, filtering through its variety, making claims and constructing images. In today's competitive environment, brand differentiation based on tangible attributes is difficult to achieve. Consumers purchase products/brands not only because of their or quality but more importantly, because of the symbolic meanings contained in products/ brands. To address this issue, the current study tries to explore how attitude towards global advertisement may affect a company brand image in laptop industry. The questionnaires had been distributed to test the model of this study among customers in Malaysia. The findings revealed strong relative explanatory power of attitude towards global advertisement over brand image. Furthermore, a special class of advertisement based perceptual variables such as attitude toward advertisement, attitude toward advertiser, advertisement credibility and advertisement perception is found to have a direct influence on attitude toward brands.
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Specificații

ISBN-13: 9783659141874
ISBN-10: 3659141879
Pagini: 84
Dimensiuni: 152 x 229 x 5 mm
Greutate: 0.14 kg
Editura: LAP LAMBERT ACADEMIC PUBLISHING AG & CO KG
Colecția LAP Lambert Academic Publishing

Notă biografică

Abdolrazagh Madahi is doing his Ph.D in management (marketing) at University Technology Malaysia (UTM). His MBA degree is from Multimedia University (MMU), Malaysia. His BBA degree is from Islamic Azad University of Shiraz (Iran). His research interests include multichannel consumer behaviour, consumer decision making styles and purchase intention.