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%2F60460709%3A41110%2F14%3A63682" target="_blank" >RIV/60460709:41110/14:63682 - 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 consumers? attitude toward advertising. The aim of this paper is to show that it is possible to find situations where the 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. The experiments described in this paper detect attitudinal differences toward advertising in general among studied nations depending on the type of advertising. The research encompasses respondents from three countries with different economic and cultural backgrounds (Germany, Ukraine and USA). The data were collected based on a quantitative survey and experiment among university students. The results show that the concept of AG is in some cases too broad. Differences between AG were confirmed

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 consumers? attitude toward advertising. The aim of this paper is to show that it is possible to find situations where the 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. The experiments described in this paper detect attitudinal differences toward advertising in general among studied nations depending on the type of advertising. The research encompasses respondents from three countries with different economic and cultural backgrounds (Germany, Ukraine and USA). The data were collected based on a quantitative survey and experiment among university students. The results show that the concept of AG is in some cases too broad. Differences between AG were confirmed

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2014

Kód důvěrnosti údajů

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

Název periodika

Journal of Competitiveness

ISSN

1804-171X

e-ISSN

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Svazek periodika

6

Číslo periodika v rámci svazku

1/2014

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

17

Strana od-do

87-103

Kód UT WoS článku

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EID výsledku v databázi Scopus

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