Examining the validity and reliability of measuring advertising believability effectiveness in Egyptian higher education market /
Ghada Gad Elsayed Gad ; Supervised Wael Kortam
- Cairo : Ghada Gad Elsayed Gad , 2014
- 104 Leaves ; 30cm
Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration
This research aims to exploring the marketing phenomena of advertising believability effectiveness in the Egyptian higher education market. It is argued by the research that the context of marketing of higher education would provide new theoretical foundation and extensions of academic in sights of advertising believability effectiveness. Research proposition were developed grounded on exploratory evidence of literature review, secondary data, qualitative research and empirical substantiation of research propositions. Accordingly this research aimed to explore and reach some conclusive findings on realizing and improving the quality of measuring validity and reliability the effectiveness of advertising campaigns by higher education institution operating in Egypt with the special reference to universities