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Title: Why attitudes toward advertising are not universal: cultural explanations
Authors: Martín Santana, Josefa Delia 
Beerli Palacio, María Asunción 
UNESCO Clasification: 5311 Organización y dirección de empresas
Keywords: Marketing social
Issue Date: 2008
Publisher: 1049-6483
Journal: Journal of Euromarketing 
Abstract: n this study an attempt is made to analyze from a cross-cultural perspective the moderating function of the cultural values of a society on the influence that the beliefs in advertising have in attitudes toward advertising under a hypothesis testing approach, as most works of the existing literature have a descriptive or exploratory character. To do that, a sample of 441 individuals from four different European countries (Germany, Spain, France, and the United Kingdom) was chosen. The empirical results demonstrate that differences in cultural profiles, beliefs, and attitudes toward advertising do exist in terms of country of origin. Therefore, cultural values appear as factors that explain the reason why attitudes toward advertising are not universal attitudes.
ISSN: 1049-6483
DOI: 10.1080/10496480802511299
Source: Journal of Euromarketing[ISSN 1049-6483],v. 17, p. 159-181
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