Ethnic based cues :reaction of malay and chinese
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...
| Main Author: | |
|---|---|
| Format: | Project Report |
| Language: | English |
| Published: |
UNIMAS
2009
|
| Subjects: | |
| Online Access: | http://ir.unimas.my/7071/ http://ir.unimas.my/7071/1/Ethnic%20Based%20Cues%20%20Reaction%20of%20Malay%20and%20Chinese%2024%20pgs.pdf |