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  • 标题:General Attitude towards Advertising: Cultural Influence in Pakistan
  • 本地全文:下载
  • 作者:Muhammad Usman ; Saqib Ilyas ; Muhammad Farooq Hussain
  • 期刊名称:International Journal of Marketing Studies
  • 印刷版ISSN:1918-719X
  • 电子版ISSN:1918-7203
  • 出版年度:2010
  • 卷号:2
  • 期号:2
  • 页码:124
  • DOI:10.5539/ijms.v2n2p124
  • 出版社:Canadian Center of Science and Education
  • 摘要:The objective of this research is to examine cultural influence on the general attitude of Pakistani people towards
    advertising. The study aims to analyze the cultural impact on attitude of people towards advertisements of brands
    according to product information, social integration and hedonism/pleasure, whereas power distance and
    masculinity as culture dimensions. Sample size includes 250 respondents which are involved directly in
    purchasing. It includes adults from all disciplines, house wives within the vicinity of Islamabad/ Rawalpindi and
    the people from different age groups and educational backgrounds. Regression is used to check the impact of
    product information, social integration and hedonism over public general attitude towards advertisement. And
    apply moderation analysis to check the impact of culture as moderating variable. Social integration, product
    information and hedonism have a significant impact on attitude towards advertisement. But product information
    has weak impact on attitude towards advertisement; whereas culture has a significant moderating effect which
    strengthen the relationship between dependent and independent variables. The most important limitation was the
    time constraint. The time was limited due to which a huge sample size was impossible to manage. The responses
    were taken only from Islamabad and Rawalpindi cities which restrict the generalizability of the study. This study
    will help marketers to advertise there products according to the culture values and attitude of the people which
    reflects their personality. It will also help companies to segment their customers according to their
    behavior/attitude towards advertisement, which in turn will help companies to gain competitive advantage and
    increase profitability.
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