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Die invloed wat agtergrondmusiek in advertensies en tipe en vlak van betrokkenheid uitoefen op verbruikers se houding teenoor advertensie, houding teenoor handelsmerk en koopintensie
(Stellenbosch : Stellenbosch University, 1991-04)
ENGLISH ABSTRACT: This study examines the effect of involvement and background
music in television commercials on consumers' attitudes
toward the commercial, their attitude toward the brand and
their intension to buy ...