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
Date Written: 2013
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
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