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| Tekijä: | Volkov, M. Harker, M. Harker, D. |
| Otsikko: | People who complain about advertising: the aficionados, guardians, activists and seekers |
| Lehti: | Journal of Marketing Management
2006 : APR, VOL. 22:3 - 4, p. 379 405 |
| Asiasana: | advertising Australia consumers complaints |
| Vapaa asiasana: | typology behaviour survey |
| Kieli: | eng |
| Tiivistelmä: | The five top countries in the world, in relation to their advertising expenditure, have seen their expenditure nearly double during the last ten years, although some advertisements can be unfair, misleading, deceptive false etc. that is they are unacceptable to consumers. The authors examine consumer complaint responses in the advertising area and focus their concentration on Australia, where the advertising expenditure is second highest of the world. Based on the study, the authors have identified underlying factors and divided the complainants in to four different typologies, which are: Advertising Aficionados, Consumer Activists, Advertising Moral Guardians and Advertising Seekers. Finally, the predictive model described is clearly linked to enable the elements of the population who the complainants would be identified. |
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