Mohamed Soliman Farag Soliman <br/><br/>
Examining the influence of advertising appeals on buying intention :   A comparative study between experience- based services and credence- based services /  
 دراسة تأثر جاذبة الإعلان على نواا الشراء :   دراسة مقارنة بن الخدمات التي مكن تقم جودتھا أثناء الشراء- الاستھلاك والخدمات التي صعب تقمھا حتى بعد الشراء- الاستھلاك 
Mohamed Soliman Farag Soliman ; Supervised Gamal Sayed Abdelaziz  
 - Cairo :   Mohamed Soliman Farag Soliman ,   2017 
 - 128 P. :   charts , facsimiles , photographs ;   30cm  
<br/><br/>Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration 
<br/><br/> 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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<br/><br/><label>Subjects--Index Terms: </label>Emotional appeal  Rational appeal  Service advertising