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You searched Library Catalogue - Author: Lengefeld, Uelaine A
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Call Number (WOU)
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SP CEMBA 2012 25
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Author
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Lee, Kuan Yong
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Title
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The influence of advertisement credibility on consumers' attitude towards advertisement / Lee Kuan Yong
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Abstract
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This paper is aimed to study the influence of advertisement credibility on consumers‟ attitude toward advertisement in Malaysia. This study will help the marketers and researchers in improving their advertising effectiveness through understanding the strength of relationship between advertisement credibility and attitude toward advertisement. The literature review of past researches suggest corporate credibility, endorser credibility, and advertisement content credibility are the factors that proven to have effects on consumers‟ attitude toward advertisement. This serves as the basis to formulate the research framework reflecting how advertisement credibility affects consumers‟ attitude toward advertisements. Data was collected through questionnaire that has been distributed through both soft and hard copy. The questionnaire was designed by adopting questionnaire from similar past researches to increase the chances that data collected is suitable to be used for quantitative analyses and able to answer the research questions of this study. The findings indicated that corporate credibility, endorser credibility, and advertisement content credibility were indeed affecting the consumers‟ attitude toward advertisement in a positive manner. Such findings are expected to serve as a reference for marketers and advertisements planners for them to take these factors into consideration in their advertising activities. Some recommendations and suggestions are proposed in the end of the project as an improvement for future researches. An area of improvement is to include other relevant factors instead of just limiting to the three factors as in this study to improve the validity of the findings.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2012
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Physical Description
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70 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Advertising -- Malaysia
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