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dc.contributor.authorPhau, Ian
dc.contributor.editorHarry Timmermans
dc.date.accessioned2017-01-30T13:39:59Z
dc.date.available2017-01-30T13:39:59Z
dc.date.created2009-02-01T18:02:10Z
dc.date.issued2008
dc.identifier.citationPhau, 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
dc.identifier.urihttp://hdl.handle.net/20.500.11937/33886
dc.description.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.

dc.publisherTechnische Universiteit Eindhoven
dc.subjectSingapore
dc.subjectTelevision
dc.subjectAustralia
dc.subjectAttitude towards advertising
dc.subjectCross-National
dc.titleA cross-national comparative study between Australia and Singapore: attitudes towards television advertising
dc.typeConference Paper
dcterms.source.titleConference proceedings of the European Institute of Retailing and Services Studies
dcterms.source.seriesConference proceedings of the European Institute of Retailing and Services Studies
dcterms.source.isbn9789068141726
dcterms.source.conferenceEuropean Institute of Retailing and Services Studies
dcterms.source.conference-start-dateJul 14 2008
dcterms.source.conferencelocationCroatia
dcterms.source.placeZagreb, Croatia
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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