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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/1398

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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