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DC Field | Value | Language |
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dc.date.accessioned | 2016-03-28T14:39:30Z | - |
dc.date.available | 2016-03-28T14:39:30Z | - |
dc.date.issued | 2015 | - |
dc.identifier.uri | https://www.um.edu.mt/library/oar//handle/123456789/9173 | - |
dc.description | B.COMMS.(HONS) | en_GB |
dc.description.abstract | This study uses an online experiment to investigate whether the stylistic approach used in fashion advertising (typographic versus lifestyle) has an effect on attitude towards the adverts and brand, brand personality, and purchase intention. In order for participants in the study to judge the adverts presented without the influence of prior knowledge, the Maltese fashion brand Ritienne Zammit was used in the adverts used in the experiment, a brand that does not mirror everyday–wear, is daring and innovative, and not widely known to Maltese audiences. Stylistic approach was not found to have an influence on attitude towards the advert and brand, perception of brand personality, and intention to purchase the brand. Gender, prior awareness of brand, and age were found to have an effect on attitude towards the advert and brand, brand personality, and purchase intention. A limitation of the study is that participants had a strong reaction to the brand and did not perceive it in a positive light. It came across as too daring, unconventional, and impulsive. It would have been better to choose a brand that does not elicit strong reactions. | en_GB |
dc.language.iso | en | en_GB |
dc.rights | info:eu-repo/semantics/restrictedAccess | en_GB |
dc.subject | Advertising -- Malta | en_GB |
dc.subject | Fashion merchandising -- Malta | en_GB |
dc.subject | Branding (Marketing) -- Malta | en_GB |
dc.title | An investigation of the effect of advert style on brand perceptions in the local fashion industry | en_GB |
dc.type | bachelorThesis | en_GB |
dc.rights.holder | The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder. | en_GB |
dc.publisher.institution | University of Malta | en_GB |
dc.publisher.department | Faculty of Media & Knowledge Sciences. Department of Media & Communications | en_GB |
dc.description.reviewed | N/A | en_GB |
dc.contributor.creator | Abdilla, Christina | - |
Appears in Collections: | Dissertations - FacMKS - 2015 Dissertations - FacMKSMC - 2015 |
Files in This Item:
File | Description | Size | Format | |
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15BCOMM001.pdf Restricted Access | 3.97 MB | Adobe PDF | View/Open Request a copy |
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