haku: @indexterm Consumer attitudes / yhteensä: 469
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| Tekijä: | Witkowski, T. H. Kellner, J. |
| Otsikko: | Convergent, Contrasting, and country-specific attitudes toward television advertising in Germany and the United States |
| Lehti: | Journal of Business Research
1998 : JUN, VOL. 42:2, p. 167-174 |
| Asiasana: | CONSUMER ATTITUDES TELEVISION ADVERTISING STATISTICAL METHODS MARKETING USA GERMANY |
| Kieli: | eng |
| Tiivistelmä: | In recent years, German television has become increasingly Americanized in terms of the number of available channels, types of programming, and system financing via commercial sponsorship. To investigate whether the outlook of the German audience also has begun to resemble its American counterpart, the study collected data on attitudes toward TV advertising from 582 respondents in the Frankfurt area and from 436 respondents in southern California. The findings suggest that attitudes toward TV advertising in Germany and the US are largely convergent when taken as a whole, but cultural differences do remain and there are 2 noteworthy country-specific segments. |
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