A cross-national comparative study between Australia and Singapore: attitudes towards television advertising
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...
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| Format: | Conference Paper |
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Technische Universiteit Eindhoven
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/33886 |
| _version_ | 1848754070971482112 |
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| author | Phau, Ian |
| author2 | Harry Timmermans |
| author_facet | Harry Timmermans Phau, Ian |
| author_sort | Phau, Ian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T08:34:34Z |
| format | Conference Paper |
| id | curtin-20.500.11937-33886 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:34:34Z |
| publishDate | 2008 |
| publisher | Technische Universiteit Eindhoven |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-338862017-01-30T13:39:59Z A cross-national comparative study between Australia and Singapore: attitudes towards television advertising Phau, Ian Harry Timmermans Singapore Television Australia Attitude towards advertising Cross-National 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. 2008 Conference Paper http://hdl.handle.net/20.500.11937/33886 Technische Universiteit Eindhoven fulltext |
| spellingShingle | Singapore Television Australia Attitude towards advertising Cross-National Phau, Ian A cross-national comparative study between Australia and Singapore: attitudes towards television advertising |
| title | A cross-national comparative study between Australia and Singapore: attitudes towards television advertising |
| title_full | A cross-national comparative study between Australia and Singapore: attitudes towards television advertising |
| title_fullStr | A cross-national comparative study between Australia and Singapore: attitudes towards television advertising |
| title_full_unstemmed | A cross-national comparative study between Australia and Singapore: attitudes towards television advertising |
| title_short | A cross-national comparative study between Australia and Singapore: attitudes towards television advertising |
| title_sort | cross-national comparative study between australia and singapore: attitudes towards television advertising |
| topic | Singapore Television Australia Attitude towards advertising Cross-National |
| url | http://hdl.handle.net/20.500.11937/33886 |