Document Type

Article

Publication Date

1997

Source Publication

Journal of Asian Business

Source ISSN

1068-0055

Abstract

Studies of advertising beliefs and attitudes are crucial because these measures are shown to affect brand attitudes and purchase intentions. Previous studies in this area used either student or general consumers samples; no comparisons were made between the two groups. Therefore, it is not known whether and to what extent responses of student samples are likely to differ from those of general consumers. Differences would indicate that the two segments view advertising dissimilarly. However, by applying covariance structure analysis on a sample of students and a sample of general consumers from India, our study found no significant differences between them in their beliefs toward advertising in general, attitudes toward the institution of advertising, attitudes toward the instrument of advertising, or attitudes toward advertising in general.

Comments

Published version. This article was previously published in Journal of Asian Business, Vol. 13, No. 1 (1997): 74-84, and is reprinted with permission. Publisher link. © University of Michigan, Southeast Asia Business Program 1997.

Srinivas Durvasula was affiliated with the National University of Singapore at the time of publication.

Included in

Marketing Commons

Share

COinS