Moderation effect of culture on the relationships among hedonism, product information, social integration and attitude towards advertising: an empirical study
by Vikas Gautam
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 3, No. 1, 2017

Abstract: This study investigated the impact of culture on attitude towards advertising of various brands according to hedonism or pleasure; product information; social integration with masculinity and power distance as cultural dimensions. Analysis of variance (ANOVA) analysis was used to test the overall significance of the model. Multiple regression analysis showed positive significant impacts of social integration (β = 0.412, p < 0.000), product information (β = 0.208, p < 0.000) and hedonism (β = 0.181, p < 0.000) on attitude towards advertising. Results of the study confirmed the moderation effect of culture on relationships among product information, social integration, hedonism and attitude towards advertising. Study comprised sample size of 287 respondents.

Online publication date: Tue, 28-Feb-2017

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