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    A cross-national comparative study between Australia and Singapore: attitudes towards television advertising

    115949_9526_71 - C - Ian EIRASS A cross-national comparative study.pdf (45.32Kb)
    Access Status
    Open access
    Authors
    Phau, Ian
    Date
    2008
    Type
    Conference Paper
    
    Metadata
    Show full item record
    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
    9789068141726
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/33886
    Collection
    • Curtin Research Publications
    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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