TY  - BOOK
AU  - Dina Assem Farag
AU  - Ehab Abouaish , 
AU  - Sigrid Khorram , 
TI  - Measuring Egyptian consumers' attitudes towards local versus foreign-sourced TV commercials / 
PY  - 2010///
CY  - Cairo : 
PB  - Dina Assem Farag , 
N1  - Thesis (M.Sc.) - German University - Faculty of Postgraduate Studies and Scientific Research German University in Cairo - Department of Management
N2  - 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
UR  - http://172.23.153.220/th.pdf
ER  -