Review of hierarchy-of-effects (HOE) models and higher education advertising in Malaysia
The most enduring and controversial models of advertising effectiveness are the Hierarchy-of-effects (HOE) models, which are of particular interest to researchers in marketing and advertising. This paper gives emphasis on the selection of these hierarchical models in the context of Higher Education...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Academic Research Publishing Group
2018
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/85492/1/NomahazaMahadi2018_ReviewofHierarchyofEffectsHoeModels.pdf http://eprints.utm.my/id/eprint/85492/ http://dx.doi.org/10.32861/jssr.411.212.219 |
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