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Examining the influence of advertising appeals on buying intention : A comparative study between experience- based services and credence- based services / Mohamed Soliman Farag Soliman ; Supervised Gamal Sayed Abdelaziz

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Cairo : Mohamed Soliman Farag Soliman , 2017Description: 128 P. : charts , facsimiles , photographs ; 30cmOther title:
  • دراسة تأث{u٠٦أأ}ر جاذب{u٠٦أأ}ة الإعلان على نوا{u٠٦أأ}ا الشراء : دراسة مقارنة ب{u٠٦أأ}ن الخدمات التي {u٠٦أأ}مكن تق{u٠٦أأ}{u٠٦أأ}م جودتھا أثناء الشراء- الاستھلاك والخدمات التي {u٠٦أأ}صعب تق{u٠٦أأ}{u٠٦أأ}مھا حتى بعد الشراء- الاستھلاك [Added title page title]
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Dissertation note: Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration Summary: Today, service firms are gaining more and more importance as to economy. To keep this importance growing and to promote new and existing service firms, it is important to understand the service advertising. This research aims at examining the influence of matching advertising appeals with service types on buying intention and advertisement attitude using a comparative study. A number of 251 valid questionnaires were collected through a non- probability convenience sampling technique from undergraduate students in the faculty of commerce English section and Georgia program Cairo University. The data were analyzed using structural equation modeling on AMOS. Findings revealed that there is no significant relationship between matching advertising appeals with service types on buying intention and advertisement attitude. Conclusions and practical recommendations are provided
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Item type Current library Home library Call number Copy number Status Barcode
Thesis Thesis قاعة الرسائل الجامعية - الدور الاول المكتبة المركزبة الجديدة - جامعة القاهرة Cai01.05.01.M.Sc.2017.Mo.E (Browse shelf(Opens below)) Not for loan 01010110076000000
CD - Rom CD - Rom مخـــزن الرســائل الجـــامعية - البدروم المكتبة المركزبة الجديدة - جامعة القاهرة Cai01.05.01.M.Sc.2017.Mo.E (Browse shelf(Opens below)) 76000.CD Not for loan 01020110076000000

Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

Today, service firms are gaining more and more importance as to economy. To keep this importance growing and to promote new and existing service firms, it is important to understand the service advertising. This research aims at examining the influence of matching advertising appeals with service types on buying intention and advertisement attitude using a comparative study. A number of 251 valid questionnaires were collected through a non- probability convenience sampling technique from undergraduate students in the faculty of commerce English section and Georgia program Cairo University. The data were analyzed using structural equation modeling on AMOS. Findings revealed that there is no significant relationship between matching advertising appeals with service types on buying intention and advertisement attitude. Conclusions and practical recommendations are provided

Issued also as CD

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