TY  - BOOK
AU  - Mohamed Soliman Farag Soliman
AU  - Gamal Sayed Abdelaziz , 
TI  - Examining the influence of advertising appeals on buying intention : : A comparative study between experience- based services and credence- based services / 
PY  - 2017///
CY  - Cairo : 
PB  - Mohamed Soliman Farag Soliman , 
KW  - Emotional appeal
KW  - Rational appeal
KW  - Service advertising
N1  - Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration; Issued also as CD
N2  - 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
UR  - http://172.23.153.220/th.pdf
ER  -