Perceived Value of Advertising Message That Influence Generation Y' Purchase Intention.
This research investigates the perceived value of advertising message towards Gen Y with regards to the extent of perceived informativeness, perceived credibility and perceived entertainment of advertising message in indicating their behavioral intention. 300 Gen Y in Malaysia (respondents who are i...
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| Main Authors: | , , , , , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://ur.aeu.edu.my/768/1/WMC-2020-WMC2020_RP12Armanetal.2020PerceivedValueofAdvertisingMessageThatInfluenceGenerationYPurchaseIntention-2-14.pdf http://ur.aeu.edu.my/768/ |
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