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