Document Type


Publication Date

Winter 1999

Source Publication

Marketing Management Journal

Source ISSN



An important research topic in advertising is the study of consumer advertising perceptions. As shown by previous research, these perceptions affect attitude-toward-advertising-in-general which, ultimately, affects consumer brand attitudes and purchase intentions. Understanding consumer ad perceptions is useful to advertising practitioners in developing and implementing effective ad campaigns both nationally and internationally. Our study extends previous research efforts by comparing the cognitive responses, beliefs, and attitudes of consumers regarding advertising in two countries located in Southeast Asia. While results indicate similar advertising beliefs (in direction) and favorable attitudes, differences in cognitive responses and magnitude of beliefs and favorable attitudes exist. The implications of various results are then discussed.


Published version. Marketing Management Journal, Vol. 9, No. 3, (Winter 1999): 48-59. Publisher Link. © 1999 Marketing Management Association. Used with permission.

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