Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-March11-Article3-Dimensions of Consumers' Advertising Beliefs In India
- Price : 80.00
- Published on March 2, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
This paper identifies the belief dimensions for Indian consumers’ attitude toward advertising. A sample of 873 consumers including 458 males and 415 females has been drawn from North Indian States and Union Territories. The 28 belief statements in Pollay and Mittal Model of attitude toward advertising have been factor analysed (Principal Component Analysis with Orthogonal Rotation) to explore the dimensionality of advertising beliefs of Indian consumers. Six dimensions of Indian consumers’ beliefs about advertising have been identified and explained. These are ‘Harmful for Society’, ‘Good for Economy, ‘Better Quality of Life’, ‘Manipulative’, ‘Lower Prices’, and ‘Hedonic Pleasure’. Implications of advertising beliefs for advertisers and marketers have also been discussed.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.