Consumer Attitudes toward Advertising: Does Culture Matter?

Pereira, A (2015) Consumer Attitudes toward Advertising: Does Culture Matter? In: Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science . Springer International Publishing, pp. 107-110.

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Abstract

This Paper focuses on the structure of consumer attitudes toward advertising. Specifically, this research examines differences, if any, between American and Latvian consumers on the factors that determine attitudes toward advertising.

Affiliation: Saint Louis University, Norfolk, USA
ISB Creators:
ISB CreatorsORCiD
Pereira, AUNSPECIFIED
Item Type: Book Chapter
Subjects: Business and Management
Marketing
Depositing User: Users 11 not found.
Date Deposited: 17 Jun 2015 17:42
Last Modified: 17 Jun 2015 17:42
URI: http://eprints.exchange.isb.edu/id/eprint/424
Publisher URL: http://dx.doi.org/10.1007/978-3-319-17395-5_23
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