Attitude towards advertising : Evidence from Malaysia and Indonesia using multi-group analysis

• 主要な著者: Hiram, Ting, Ernest Cyril, de Run, Sudiyanti, Sudiyanti, Cheah, Jun-Hwa
• フォーマット: 論文
• 言語: English
• 出版事項: CSC Journals, Kuala Lumpur, Malaysia 2016
• 主題: HG Finance
• オンライン･アクセス: http://ir.unimas.my/id/eprint/14419/2/ATTITUDE%20TOWARDS%20-%20Copy.pdf; http://ir.unimas.my/id/eprint/14419/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-84992390023&partnerID=40&md5=975bb44f697063ea7d3eaae5594613d0

This study seeks to determine attitude towards advertising in general in Malaysia and Indonesia, and the moderating effect of nationality on behavioral relationships. Theory of reasoned action and the seven-factor belief model are utilized to explain the effect of advertising beliefs on attitude and...