The Impact of Relevant News and Empathy in Print Advertising on Students’ Enrolment in Private Universities in Vietnam
This study examined the impact of relevant news and empathy in print advertising on perceived value, perceived risk, and students’ enrolment in Vietnamese private universities. Data were collected from a convenient sample of 415 year-year degree students using structured questionnaires and were anal...
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| Format: | Thesis |
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Curtin University
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/56544 |
| Summary: | This study examined the impact of relevant news and empathy in print advertising on perceived value, perceived risk, and students’ enrolment in Vietnamese private universities. Data were collected from a convenient sample of 415 year-year degree students using structured questionnaires and were analysed using regressions. The findings revealed a significant impact of those variables on students’ enrolment. However, the focus only included private universities in two big cities due to limited time and budget. |
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