Influence of enterprise public service advertising on Brand Attitude of College Students

Last modified: August 18, 2019
Estimated reading time: 1 min
Project Title: Influence of enterprise public service advertising on Brand Attitude of College Students
Author: Mr. Bin Shi
Advisor: Assistant Professor Chao Qiu
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2017

Citation

Bin, Shi. (2017). Influence of enterprise public service advertising on Brand Attitude of College Students. (Independent study, Master of Business Administration). Bangkok: Siam University.


Abstract

In recent years, with the rapid development of public service advertising in China, the pursuit of the consumers on brand image and enterprise society responsibility (CSR) makes enterprises become the advertisers of Public Service Announcement (PSA) .The business investment in public service advertising not only embodies the sense of enterprises social responsibility but also enhances its corporate identity. This article mainly studies the effect on the brand attitude of university students when some enterprises invest in the public service ads. The main body    of this  paper consists  of three parts.  Firstly, the first chapter of this paper mainly sorts out the conception of public service advertising and brand attitude and summarizes the previous research on public service advertising and brand attitude. Secondly we use SPSSI 7.0 to to analyze the sample data collected, and finally come to conclusions based on the data analysis and give some recommendations.

 


Influence of enterprise public service advertising on Brand Attitude of College Students

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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