Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University

• Main Authors: Ernest Cyril, de Run, Hiram, Ting, Jee, Teck Weng, Sally, Lau Yin Choo
• Format: Proceeding
• Language: English
• Published: 2013
• Subjects: HB Economic Theory
• Online Access: http://ir.unimas.my/id/eprint/8621/1/Ernest%20Cyril%20de%20Run.pdf; http://ir.unimas.my/id/eprint/8621/; http://www.researchgate.net/publication/258727567_Attitude_towards_Advertising_A_Comparison_between_Marketing_and_Non-marketing_Students_at_a_Private_University

The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what contributes to attitude and subsequently behavioral intention towards advertising. A qua...