Believe it or not? : a field study of the perceived credibility of strongly and weakly-branded print and Internet sources.
Koh, Pauline Wee Yan.
Lim, Shannon Wan Yee.
Liow, May Charn.
Date of Issue2002
College of Business (Nanyang Business School)
Determination of whether the credibility of a source (online / offline) is related to its brand namei.e. no signficant difference between online and offline sources with a strong brand name and vice versa.
Final Year Project (FYP)
Nanyang Technological University