Adoption of competitive advertising practices among professionals in a deregulated environment--a test of two competing models
A comparative study was conducted of the predictive utility across two psychosocial models of human behavior--the Triandis Theory of Social Behavior and Fishbein's Theory of Behavioral Intentions--as they focus on professionals' intentions to market and advertise their services. Each component in these two models was critically examined to determine its significance in predicting professionals' intentions to use marketing and advertising practices.
Authors: | Kerr, Daryl Lynn |
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Publisher: |
Florida State University Libraries |
Subject: | Business Administration | Marketing |
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