A cross-national comparative study between Australia and Singapore: attitudes towards television advertising
Citation
Phau, Ian. 2008. A cross-national comparative study between Australia and Singapore: attitudes towards television advertising, in Harry Timmermans (ed), European Institute of Retailing and Services Studies, Jul 14 2008.Croatia: Technische Universiteit Eindhoven
Source Title
Conference proceedings of the European Institute of Retailing and Services Studies
Source Conference
European Institute of Retailing and Services Studies
ISBN
Faculty
Curtin Business School
School of Marketing
Collection
Abstract
This paper aims to compare the attitudes of consumers in Australia and Singapore towards TV advertising through the replication of a study by Witkowski and Kellner (1998) conducted in Germany and America. Specifically, it investigates the possible converging or diverging television attitudes between Australia and Singapore. Further, it expands the previous study by studying the frequency of switching channels during advertising breaks. Data were collected from 192 Australian and 197 Singaporean respondents and were analysed. Some implications for marketers and advertisers are also discussed.
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