Attitude toward Advertising in General and Attitude toward a specific type of advertising ? a first empirical approach

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F27266150%3A_____%2F14%3A%230000104" target="_blank" >RIV/27266150:_____/14:#0000104 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Attitude toward Advertising in General and Attitude toward a specific type of advertising ? a first empirical approach
Original language description
The paper examines based on international research the differences between results of studies focused on attitude of consumers toward advertising. The aim of this paper is to show that it is possible to find situations where influence of attitudes towards specific ads in general (ASG) on attitudes toward advertising (Aad) can be observed and also it is possible to find no influence of attitudes toward ads in general (AG) on Aad. The paper shows that the problem comes from the definition of AG. Experiments described in this paper detect attitudinal differences toward advertising in general among studied nations depending on the type of advertising. Research encompasses respondents from three countries with different economic and cultural backgrounds (Germany, Ukraine and USA). The data were collected based on quantitative survey and experiment among university students. Results show the concept of AG is in some cases too broad. Differences between AG were confirmed between Ukraine and o
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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