Determinants of Advertising Attitudes: The Influence of Cultural and Environmental Context

Sohail. Sadiq M, Abdelrahman M. Al-Gwaiz (2013). “Determinants of advertising attitudes: the influence of cultural and environmental context”, International Journal of Academic Research Vol. 5 No. 4, pp 7-13.

11 Pages Posted: 2 Sep 2015

See all articles by M. Sadiq Sohail

M. Sadiq Sohail

King Fahd University of Petroleum & Minerals (KFUPM)

Abdelrahman Al-Gwaiz

Independent

Date Written: 2013

Abstract

Understanding consumer attitudes toward advertising and the factors shaping these attitudes are essential for mounting an effective promotional campaign. This paper examines the determinants of adverting attitudes in a different cultural and country setting. Saudi Arabia, which is the largest nation in the Arab region, has been chosen for this study. Empirical research is used to determine the factors underlying attitudes toward advertising. Results based on a survey of consumers indicate that consumers’ attitudes towards advertising are mainly influenced by their attitude towards the institution of advertising and the advertising techniques used. Other findings and their implications are discussed. This study makes a valuable contribution to literature given the growing importance of the market in Saudi Arabia, and the efforts marketing and advertising firms have been making to have a better understanding of consumer attitudes.

Keywords: Consumer attitudes, advertising, advertising effectiveness, Saudi Arabia

Suggested Citation

Sohail, M. Sadiq and Al-Gwaiz, Abdelrahman, Determinants of Advertising Attitudes: The Influence of Cultural and Environmental Context (2013). Sohail. Sadiq M, Abdelrahman M. Al-Gwaiz (2013). “Determinants of advertising attitudes: the influence of cultural and environmental context”, International Journal of Academic Research Vol. 5 No. 4, pp 7-13. . Available at SSRN: https://ssrn.com/abstract=2653641

M. Sadiq Sohail (Contact Author)

King Fahd University of Petroleum & Minerals (KFUPM) ( email )

Dhahran, 31261
Saudi Arabia

Abdelrahman Al-Gwaiz

Independent

No Address Available

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