Measuring Egyptian consumers' attitudes towards local versus foreign-sourced TV commercials / Dina Assem Farag ; Supervised Ehab AbouAish , Sigrid Khorram
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TextLanguage: English Publication details: Cairo : Dina Assem Farag , 2010Description: 182 Leaves : charts ; 30cmOnline resources: Dissertation note: Thesis (M.Sc.) - German University - Faculty of Postgraduate Studies and Scientific Research German University in Cairo - Department of Management Summary: 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
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Thesis
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قاعة الثقاقات الاجنبية - الدور الثالث | المكتبة المركزبة الجديدة - جامعة القاهرة | Cai01.34.M.Sc.2010.Di.M (Browse shelf(Opens below)) | Not for loan | 01010110060291000 |
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
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