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Now showing items 11-12 of 12
The effects of television commercials on customers' loyalty - A mediation analysis of brand awareness
(HCMC - International University, 2015)
The main objective of this study was to investigate the influence that
television commercials have on customers’ loyalty through brand awareness within the
advertising industry in Viet Nam, with the milk advertisings as ...
The impact of fear appeal social advertising on behavioral intent - The case of "Children also need a helmet" campaign
(HCMC - International University, 2015)
The uncontrollable increase in various social issues has caused practitioners all over
the world to apply fear appeals in social advertising in order to influence people’ attitudes
and behaviors. Traffic accident is currently ...