Humour in advertisement and its influence on consumers attitude : a Sabahan perspective / Mohamed Iqram Mohamed Murtaza

• Main Author: Mohamed Murtaza, Mohamed Iqram
• Format: Student Project
• Language: English
• Published: 2013
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Advertising campaigns; Methods. Outdoor advertising. Billboards. Posters
• Online Access: https://ir.uitm.edu.my/id/eprint/72002/1/72002.pdf; https://ir.uitm.edu.my/id/eprint/72002/

The advertising industry is a lucrative business. This in turn has impacted the formation of consumers' attitude towards advertising. As such, it is crucial to identify the determinants of their attitude. The aim of this research is to investigate the influence of advertisement with humour appe...