The Effect of Global Advertisement on Brand Image in Laptop Industry di Abdolrazagh Madahi, S. Moosavi edito da LAP Lambert Academic Publishing
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The Effect of Global Advertisement on Brand Image in Laptop Industry

A Study of Advertisement and Brand Image in Laptop Industry in Malaysia

EAN:

9783659141874

ISBN:

3659141879

Pagine:
84
Formato:
Paperback
Lingua:
Tedesco
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Descrizione The Effect of Global Advertisement on Brand Image in Laptop Industry

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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