文章基本信息

标题：Public Opinion towards Advertising: Factor Analytic Findings From Pakistan
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作者：Syed Muhammad Fahim ; Kamran Siddiqui ; Mahwish Anjam 等
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2013
卷号：5
期号：6
页码：175-180
语种：English
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：This study aims to investigate the public opinion about advertising in Pakistan. A survey of respondents studying at various universities was conducted [N = 575]. This study uses Polly and Mittal (1993) model of beliefs and attitudes towards advertising. The data was collected from SEC A and B classes through survey method using quota sampling technique. The public opinion was first analyzed using Factor Analysis and resulted in seven opinion categories i.e., a) Skeptic; b) Ecstatic; c) Sarcastic; d) Trendy; e) Rationalist; f) Dogmatic; and g) Sagacious. These opinions were finally summarized into two schools of thoughts i.e., a) Sanguine; and b) Antagonist. This piece of research will provide tremendous opportunities to marketers in understanding consumers and their attitudes towards advertising in Pakistan. Advertisement is a ubiquitous part of modern life and previous research shows that consumers around the globe hold a negative view of advertising (Shavitt, lowrey & Hafner, 1998). Consumers are deluged by advertisements and media in a variety of ways every day. In an era where communication with customer is considered critical, it becomes crucial to assess the attitudes and confidence of general public towards advertisement (O’Guinn, Allen, and Semenik, 1998: Krugman, Reid, Dunn, and Barban, 1994).
关键词：Public opinion; advertising; Factor Analytic