Attitude towards advertising : Evidence from Malaysia and Indonesia using multi-group analysis
This study seeks to determine attitude towards advertising in general in Malaysia and Indonesia, and the moderating effect of nationality on behavioral relationships. Theory of reasoned action and the seven-factor belief model are utilized to explain the effect of advertising beliefs on attitude and...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
CSC Journals, Kuala Lumpur, Malaysia
2016
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/14419/ http://ir.unimas.my/id/eprint/14419/2/ATTITUDE%20TOWARDS%20-%20Copy.pdf |