...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>International Journal of Internet Marketing and Advertising >Consumer attitudes towards firms' marketing activities: the implications for marketing communications strategies
【24h】

Consumer attitudes towards firms' marketing activities: the implications for marketing communications strategies

机译：消费者对公司营销活动的态度：对营销传播策略的影响

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Understanding how consumers perceive corporate marketing activities is important for academic researchers and practitioners alike. Using a cross-national survey in the USA and South Korea, we examine the effects of country, gender, urbanisation and marketing communications (i.e.. TV advertising) on consumers' attitudes towards firms' various marketing activities (i.e., advertising, products, pricing). The results suggest that there are no significant differences between the US and Korean consumers' attitudes towards advertising. However, the US consumers have more favourable attitudes towards products and pricing than the Korean consumers. Furthermore, we find that gender is an important predictor of the attitudes towards firms' advertising in both countries. Finally, the results suggest that there is a positive relationship between the Korean consumers' television exposure and their attitudes towards pricing and advertising.
机译：了解消费者如何看待公司的营销活动对于学术研究人员和从业人员都非常重要。通过在美国和韩国进行的跨国调查，我们研究了国家，性别，城市化和营销传播（即电视广告）对消费者对公司各种营销活动（即广告，产品，定价）的态度的影响）。结果表明，美国和韩国消费者对广告的态度没有明显差异。但是，美国消费者对产品和价格的态度比韩国消费者更为有利。此外，我们发现性别是两国对公司广告态度的重要预测指标。最后，结果表明，韩国消费者的电视曝光率与他们对定价和广告态度之间存在正相关关系。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号