Measuring Egyptian consumers' attitudes towards local versus foreign-sourced TV commercials / Dina Assem Farag ; Supervised Ehab AbouAish , Sigrid Khorram

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Dina Assem Farag

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Material type: Text

TextLanguage: English Publication details: Cairo : Dina Assem Farag , 2010Description: 182 Leaves : charts ; 30cmOnline resources:

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Dissertation note: Thesis (M.Sc.) - German University - Faculty of Postgraduate Studies and Scientific Research German University in Cairo - Department of Management Summary: This research examines psychographic factors as antecedents of consumers' responses to local versus foreign-sourced TV ads. Although there have been several calls for studies which directly examine people's perceptions of standardized versus adapted ads (Onkvisit and Shaw, 1987; Taylor, 2002; Krolikowska and Kuenzel, 2008), extensive review of the international advertising literature reveals that there is a dearth of empirical studies that directly explore such perceptions

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Item type	Current library	Home library	Call number	Status	Barcode
Thesis	قاعة الثقاقات الاجنبية - الدور الثالث	المكتبة المركزبة الجديدة - جامعة القاهرة	Cai01.34.M.Sc.2010.Di.M (Browse shelf(Opens below))	Not for loan	01010110060291000

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Thesis (M.Sc.) - German University - Faculty of Postgraduate Studies and Scientific Research German University in Cairo - Department of Management

This research examines psychographic factors as antecedents of consumers' responses to local versus foreign-sourced TV ads. Although there have been several calls for studies which directly examine people's perceptions of standardized versus adapted ads (Onkvisit and Shaw, 1987; Taylor, 2002; Krolikowska and Kuenzel, 2008), extensive review of the international advertising literature reveals that there is a dearth of empirical studies that directly explore such perceptions

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