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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

O - Ostatní výsledky

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2014

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů