haku: @author Ewing, M. T. / yhteensä: 5
viite: 2 / 5
Tekijä: | Ewing, M. T. Caruana, A. Zinkhan, G. M. |
Otsikko: | On the cross-national generalisability and equivalence of advertising response scales developed in the USA |
Lehti: | International Journal of Advertising
2002 : VOL. 21:3, p. 323-344 |
Asiasana: | USA ADVERTISING ANALYTICAL REVIEW |
Kieli: | eng |
Tiivistelmä: | In this rapidly globalizing world economy, cross-cultural research and knowledge about how consumers in different countries perceive television advertising is particularly relevant and important. If consumers from different cultures perceive advertising in a similar manner, then the market may be responsive to standardized advertising campaigns as well as standardized copy-testing designs. In this study, the authors investigate viewer responses to two global advertising campaigns by administering four advertising response scales in six countries: Australia, England, Hong Kong, Malaysia, Singapore and the USA. Multi-sample structural equation modelling is conducted on data from these six samples. |
SCIMA