Pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna

This research sought to understand how consumers evaluate advocacy advertising and thereon help to understand consumer perceptions of corporate image. The exploratory method was first conducted to understand how consumers associate advocacy advertising with the advertiser's image. This was foll...

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Main Authors:	Iskandar Abdullah, Chong, Yee Lee
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2001
Online Access:	http://journalarticle.ukm.my/1757/ http://journalarticle.ukm.my/1757/ http://journalarticle.ukm.my/1757/1/1474-2767-1-SM.pdf

id	ukm-1757
recordtype	eprints
spelling	ukm-17572016-12-14T06:30:10Z http://journalarticle.ukm.my/1757/ Pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna Iskandar Abdullah, Chong, Yee Lee This research sought to understand how consumers evaluate advocacy advertising and thereon help to understand consumer perceptions of corporate image. The exploratory method was first conducted to understand how consumers associate advocacy advertising with the advertiser's image. This was followed by a detailed study of consumer perception of such advertising, was followed by a detailed study of consumer perception of such advertising, using the confirmatory method. This research found that the advertising, using the confirmatory method. This research found that the advertisement's attractiveness, followed by its trustworthiness and the message value congruency can influence consumers' perception on the advertiser's image. This was followed by a detailed study of consumer perception of such advertising, using the confirmatory method. This research found that the advertisement's attractiveness, followed by its trustworthiness and the message value congruency can influence consumers' perception on the advertiser's corporate image. Besides this, consumers were found to place less importance on the advertiser's expertise. Moreover, the advertiser and consumer's involvement in the issues they championed only passively influenced consumers' perceptions. We urge future researchers to explore and expand the scales discussed, as well as consider whether they will create a similar impact on commercial and non-commercial messages. Futhermore, how will the level of consumer assurance towards a certain product advertised, influence consumers' perception towards the advertiser's image? Penerbit Universiti Kebangsaan Malaysia 2001-07 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/1757/1/1474-2767-1-SM.pdf Iskandar Abdullah, and Chong, Yee Lee (2001) Pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna. Jurnal Pengurusan, 20 . ISSN 0127-2713 http://www.ukm.my/penerbit/jurus.htm
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	This research sought to understand how consumers evaluate advocacy advertising and thereon help to understand consumer perceptions of corporate image. The exploratory method was first conducted to understand how consumers associate advocacy advertising with the advertiser's image. This was followed by a detailed study of consumer perception of such advertising, was followed by a detailed study of consumer perception of such advertising, using the confirmatory method. This research found that the advertising, using the confirmatory method. This research found that the advertisement's attractiveness, followed by its trustworthiness and the message value congruency can influence consumers' perception on the advertiser's image. This was followed by a detailed study of consumer perception of such advertising, using the confirmatory method. This research found that the advertisement's attractiveness, followed by its trustworthiness and the message value congruency can influence consumers' perception on the advertiser's corporate image. Besides this, consumers were found to place less importance on the advertiser's expertise. Moreover, the advertiser and consumer's involvement in the issues they championed only passively influenced consumers' perceptions. We urge future researchers to explore and expand the scales discussed, as well as consider whether they will create a similar impact on commercial and non-commercial messages. Futhermore, how will the level of consumer assurance towards a certain product advertised, influence consumers' perception towards the advertiser's image?
format	Article
author	Iskandar Abdullah, Chong, Yee Lee
spellingShingle	Iskandar Abdullah, Chong, Yee Lee Pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna
author_facet	Iskandar Abdullah, Chong, Yee Lee
author_sort	Iskandar Abdullah,
title	Pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna
title_short	Pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna
title_full	Pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna
title_fullStr	Pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna
title_full_unstemmed	Pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna
title_sort	pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2001
url	http://journalarticle.ukm.my/1757/ http://journalarticle.ukm.my/1757/ http://journalarticle.ukm.my/1757/1/1474-2767-1-SM.pdf
first_indexed	2023-09-18T19:34:15Z
last_indexed	2023-09-18T19:34:15Z
_version_	1777405164300271616

Pengaruh pengiklanan tunjangan terhadap imej korporat mengikut tanggapan pengguna

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