Taiwanese students’ attitudes towards and beliefs about advertising

Journal of Marketing Communications

Volumn 6, Issue 3, 2000, Pages 171-183

  Yang, Chung Chuan ^a  

^a NATIONAL KAOHSIUNG UNIVERSITY OF APPLIED SCIENCES   (Taiwan)

Author keywords

Attitudes Towards Advertising; Attitudes Towards Advertising In General; International Advertising; Questionnaire Survey; Taiwan

Indexed keywords

EID: 0345754504     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260050118667     Document Type: Article

References (41)

1. Alwitt, L.F. and Piabhaker, P.R. (1994) Identifying who dislikes television advertising:not by demographics alone. Journal of Advertising 34(6), 17-29.
2. Ander son, R.D., Engledow, J.L. and Becker, H. (1978a) Advertising attitudes in West Germany and the U.S.:an analysis over age and time. Journal of International Business Studies 9, 27-38.
3. Anderson, R.D., Engledow, J.L. and Becker, H. (1978b) How 'Consumer Reports' subscribers see advertising. Journal of Advertising Research 18, 29-34.
4. Andrews, J.C. (1989) The dimensionality of beliefs towards advertising in general. Journal of Advertising 18(1), 26-35.
5. Andrews, J.C., Lysonski, S. and Durvasula, S. (1991) Understanding cross-cultural student perceptions of advertising in general:implications for advertising educators and practitioners. Journal of Advertising 20(2), 15-28.
6. Andrews, J.C., Durvasula, S. and Netemeyer, R.G. (1994) Testing the cross-national applicability of U.S. and Russian advertising belief and attitude measures. Journal of Advertising 23(10), 71-82.
7. Assael, H. (1995) Consumer Behavior and Marketing Action. Cincinnati, OH:South-Western College Publishing.
8. Bauer, R.A. and Greyser, S.A. (1968) Advertising in America:The Consumer View. Boston:Harvard University, Graduate School of Business Administration.
9. Bennett, P.D. and Kassarjian, H.H. (1972) Consumer Behavior. Englewood Cliffs, NJ:Prentice-Hall.
10. Dubinsky, A.J. and Hensel, P.J. (1984) Marketing student attitudes toward advertising:implications for marketing educators. Journal of Marketing Research 21, Summer, 22-6.
11. Durant, R. and Lambert, Z. (1985) Alienation and criticism of advertising. Journal of Advertising 14(3), 9-17.
12. Durvasula, S.J., Andrews, J.C., Lysonski, S. and Netemeyer, R.G. (1993) Assessing the cross-national applicability of consumer behavior models:a model of attitude toward advertising in general. Journal of Consumer Research 19, 626-36.
13. Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1995) Consumer Behavior, 8th edn. Forth Worth:The Dryden Press.
14. Greyser, S.A and Reece, B.B. (1971) Businessmen look hard at advertising. Harvard Business Review 49, May/June, 19.
15. Gustafson, R.L., Yssel, J.C. and Witta, E.L. (1997). Advertising practitioners' attitudes toward their trade (a verdict on Calvin Klein). In M.C. Macklin (ed.) Proceedings of the 1997 Conference of the American Academy of Advertising. Cincinnati, OH:University of Cincinnati, pp. 114-22.
16. Gutterman, S. (1994) Study:Russians quick to embrace ads as comrades. Advertising Age 65, 1.19.
17. Haller, T.F. (1974) What students think of advertising? Journal of Advertising Research 14(1), 33-8.
18. Karp, J. (1993) China's ad boom. Far Eastern Economic Review 156, 53.
19. Larkin, E.F. (1977) A factor analysis of college student attitudes toward advertising.' Journal of Advertising 6(2), 42-6.
20. Lutz, R.J. (1985) Affective and cognitive antecedents of attitude toward the ad:a conceptual framework. In L.F. Alwitt and A.A. Mitchell (eds) Psychological processes and advertising effects:Theory, Research, and Applications. Hillsdale, NJ:LEA Publishers, pp. 45-63.
21. MacKenzie, S.B. and Lutz, R.J. (1989) An empirical examination of the structure antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing 53, April, 48-65.
22. MacKenzie, S.B., Lutz, R.J. and Belch, G.E. (1986) The role of attitude toward the ad as a mediator of advertising effectiveness:a test of competing explanations. Journal of Advertising Research 33(3), 62-74.
23. Mehta, A. and Purvis, S.C. (1995) When attitudes towards advertising in general influence advertising success, In C.S. Madden (ed.) The Proceedings of the 1995 Conference of the American Academy of Advertising. Waco, TX:Baylor University, pp 190-6.
24. Mittal, B. (1994) Public assessment of TV advertising:faint praise and harsh criticism. Journal of Advertising Research 34(1), 35-53.
25. Muehling, D.D. (1987) An investigation of factors underlying attitudes-towards-advertising-in-general.' Journal of Advertising 16(1), 32-40.
26. Petroshias, S.M. (1986) An assessment of business students' attitudes towards advertising. In T.A Shimp et al. (eds) 1986 AMA Educators' Proceedings. Chicago, IL:American Marketing Association, pp. 127-31.
27. Pollay, R.W. and Mittal, B. (1993) Here's the beef:factors, determinants and segments in consumer criticism of advertising. Journal of Marketing 57, 99-114.
28. Ramaprasad, J. (1994) Personalized interactions and generalized beliefs about advertising:the case of Malaysian students In K.W. King (ed.) Proceedings of the 1994 Conference of the American Academy of Advertising. Athens, GA:University of Georgia, p. 138.
29. Ramaprasad, J. and Thurwanger, M.L. (1998) South Asian students attitudes toward and beliefs about advertising:measuring across cultures. In International Communication Division, 1998 AEJMC Annual Conference, Baltimore.
30. Reid, L.N. and Soley, L.C. (1982) Generalized and personalized attitudes toward advertising's social and economic effects. Journal of Advertising 11(3), 3-7.
31. Rotzoll, K.B. and Christians, C.G. (1980) Advertising agency practitioners' perception of ethical decisions. Journalism Quarterly 57(3), 425-433.
32. Sandage, C.H. and Leckenby, J.D. (1980) Student attitudes toward advertising:institution vs. instrument. Journal of Advertising, 9(2), 29-32, 44.
33. Santos, R. da C. (1976) How Latin American students perceive American advertising. Journal of Advertising 10(2), 35-39.
34. Shimp, T.A. (1981) Attitude toward the ad as a mediator of consumer brand choice. Journal of Advertising 10(2), 9-15.
35. Thorson, E. (1981) Likability:10 years of academic research. Transcript Proceedings:Eighth Annual Advertising Research Foundation Copy Research Workshop. New York:Advertising Research Foundation.
36. Wells, L.G. (1994) Western concepts, Russian perspectives:Meaning of advertising in the former Soviet Union. Journal of Advertising 23(1), 83-95.
37. Wentz, L. (1993) Major global study finds consumers support ads. Advertising Age 63, 11.
38. Yang, C.C. (1994) Screen-based interactive advertisements and their effectiveness:an exploratory study of cross-national computer users. Unpublished doctoral dissertation, Ohio State University, Columbus.
39. Yang, C.C. (1997) An exploratory study of the effectiveness of interactive advertisements on the Internet. Journal of Marketing Communication 3. 61-85.
40. Yoon, K., Muehling, D. and Cho, H. (1996) A comparison of Korean and American attitudes toward advertising. Journal of Marketing Communications 2, 231-45.
41. Zonot, E. (1981) Public attitudes toward advertising. In H.K. Hunt (ed.) Proceedings of the 1981 Conference of the American Academy of Advertising, Provo, UT:University of Utah.