Dina Assem Farag
Measuring Egyptian consumers' attitudes towards local versus foreign-sourced TV commercials /
Dina Assem Farag ; Supervised Ehab AbouAish , Sigrid Khorram
- Cairo : Dina Assem Farag , 2010
- 182 Leaves : charts ; 30cm
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