Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.
Goh, Sek Hong.
Yeong, Felicia Hui Eng.
Lau, Kok Hiong.
Date of Issue2001
College of Business (Nanyang Business School)
Internet sources usually have less credibility than sources using conventional media. Using brand-name as a mediator of credibility,it was found that no differences exist for Internet and conventional media for strong brands but a difference exists for weak brands
Final Year Project (FYP)
Nanyang Technological University