منابع مشابه
How consumers perceive environmental advertising in the banking context
A study was conducted to investigate how consumers respond to banking advertisements with environmental claims. The study adopts a 2×2×2 factorial design. Altogether 195 participants in Hong Kong, China, were asked to read an advertisement of either a well-known or a lesser-known bank, featuring either a global or a local environmental issue, and containing a substantive or an associative envir...
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1 Mary Lacity was the accepting Senior Editor for this article. 2 The author wishes to thank SIM for sponsoring this research. Rajkumar M. Kempaiah, a doctoral student at Stevens Institute of Technology, performed all of the statistical analyses. sues facing its IT executive members. Ball and Harris conducted the first survey and produced a list of 18 issues in 1982. Subsequent surveys were tak...
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ژورنال
عنوان ژورنال: Journal of Euromarketing
سال: 1996
ISSN: 1049-6483,1528-6967
DOI: 10.1300/j037v05n03_02