Thesis Database Year: 2017 - 2018 2 termProgramme: BSSc in Psychology Supervisor: Au Wing Tung Winton Student name: Ho Lai Fong Thesis title: How to Attract Audience in Non-Comedic Drama? The Interaction Effect of Genre and Star on Drama-watching Intention and the Mediating Role of Perception Keywords: Theatre attendance, starpower, dramagenre, perception and purchas intention Participants: 179 participants Measures: source credibility scale brand familarity scale purchase intention and behavior scale Measures abr: SCS, BFS, PIBS Abstract: abstract/2017-2018 BSSc/HoLaiFong_abstract.pdf
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