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Title: | Influence of Purchase Intention on Ambient Advertising Strategy |
Other Titles: | Influence of Purchase Intention on Ambient Advertising Strategy |
Authors: | Ankita Malhotra |
Keywords: | Advertising, Perspective, Ambient Advertising, |
Issue Date: | 2557 |
Publisher: | Bangkok University |
Abstract: | The objectives of the study were to investigate ambient advertising. There was a
significant impact of ambient advertising towards the perception and purchase intention of
individuals. The present study considered the impression of 400 candidates in Thailand
regarding ambient advertising strategy. It was found out that the impact on emotions, attitude,
and the ability to get attention were vital aspects of present-day advertisement. Although
several brands had not seen the significance of ambient advertisement, many were already
implementing it because many of the respondents had claimed that the traditional
advertisement strategies such as television, radio, billboards were dying. |
Description: | Independent Study(M.B.A.)--Graduate School, Bangkok University |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/1398 |
Appears in Collections: | Journal Articles - MBA
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