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The Malaysian’s Perception on Premium Print Advertisement

This research is to examine the perception and purchase intentions of Malaysians on premium print advertisement as previous study that had been carried out on the topic was done in European countries. Utilizing the quantitative method, questionnaires was employed as the measuring instrument assisted...

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Main Author: Lim, John Kheng Hock
Format: Thesis
Language:English
Published: 2012
Subjects:
HD28 Management. Industrial Management
Online Access:http://eprints.intimal.edu.my/698/1/93.pdf
http://eprints.intimal.edu.my/698/
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spelling my-inti-eprints.6982017-03-02T04:44:51Z http://eprints.intimal.edu.my/698/ The Malaysian’s Perception on Premium Print Advertisement Lim, John Kheng Hock HD28 Management. Industrial Management This research is to examine the perception and purchase intentions of Malaysians on premium print advertisement as previous study that had been carried out on the topic was done in European countries. Utilizing the quantitative method, questionnaires was employed as the measuring instrument assisted by three perfume advertisements printed in premium print manner. A total of 229 samples were taken from the general public and the data collected showed that the premium-print advertisement were perceived as unique, prestigious, brand appealing and increased intentions to buy and pay a premium. Furthermore, results also confirmed previous studies regarding gender’s influence on new information processing. This study proves that a positive influence of premium print advertising may prove worthwhile for the industry in their rebranding and brand positioning exercise as consumers use their impressions of advertising cost as a cue to evaluate the advertised brand and, possibly, form resulting behavior (Kirmani, 1990). 2012 Thesis NonPeerReviewed text en http://eprints.intimal.edu.my/698/1/93.pdf Lim, John Kheng Hock (2012) The Malaysian’s Perception on Premium Print Advertisement. Masters thesis, INTI International University.
institution INTI International University
building INTI Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider INTI International University
content_source INTI Institutional Repository
url_provider http://eprints.intimal.edu.my
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Lim, John Kheng Hock
The Malaysian’s Perception on Premium Print Advertisement
description This research is to examine the perception and purchase intentions of Malaysians on premium print advertisement as previous study that had been carried out on the topic was done in European countries. Utilizing the quantitative method, questionnaires was employed as the measuring instrument assisted by three perfume advertisements printed in premium print manner. A total of 229 samples were taken from the general public and the data collected showed that the premium-print advertisement were perceived as unique, prestigious, brand appealing and increased intentions to buy and pay a premium. Furthermore, results also confirmed previous studies regarding gender’s influence on new information processing. This study proves that a positive influence of premium print advertising may prove worthwhile for the industry in their rebranding and brand positioning exercise as consumers use their impressions of advertising cost as a cue to evaluate the advertised brand and, possibly, form resulting behavior (Kirmani, 1990).
format Thesis
author Lim, John Kheng Hock
author_facet Lim, John Kheng Hock
author_sort Lim, John Kheng Hock
title The Malaysian’s Perception on Premium Print Advertisement
title_short The Malaysian’s Perception on Premium Print Advertisement
title_full The Malaysian’s Perception on Premium Print Advertisement
title_fullStr The Malaysian’s Perception on Premium Print Advertisement
title_full_unstemmed The Malaysian’s Perception on Premium Print Advertisement
title_sort malaysian’s perception on premium print advertisement
publishDate 2012
url http://eprints.intimal.edu.my/698/1/93.pdf
http://eprints.intimal.edu.my/698/
_version_ 1644541279135072256
score 13.211869

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