The influence of international firms semiotic advertising efficacy on Gen-Y brand equity and purchase intent of smart phones

The objective of this research is to demonstrate the influence of semiotic advertising efficacy on Generation Y’s brand equity and purchase intention towards smartphone. Semiotic advertising is an effective, modern approach to advertising that focuses on the use of different signs, symbols, images a...

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Bibliographic Details
Main Author:	Adaobi, Oputa Elizabeth
Format:	Dissertation
Language:	English English English
Published:	2018
Subjects:	HF5001-6182 Business HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/8423/1/s818673_01.pdf https://etd.uum.edu.my/8423/2/s818673_02.pdf https://etd.uum.edu.my/8423/3/s818673_references.docx https://etd.uum.edu.my/8423/
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