Title: Saudi consumers' attitudes towards advertising: a contemporary perspective

Authors: Obaid S. Alabdali

Addresses: Department of Management and Marketing, King Fahd University of Petroleum and Minerals, P.O. Box 210, Dhahran 31261, Saudi Arabia

Abstract: The purpose of this paper is to examine Saudi consumers| attitudes towards advertising. While a number of studies have examined consumer attitudes towards advertising, most of them have been confined to Western country settings. This study investigates the consumer attitudes in a developing country. This study is based on a questionnaire survey conducted in Saudi Arabia. Using empirical research, the study examines demographic difference in consumers| attitudes towards advertising and analyses responses on advertising content. The paper discusses the marketing implications of these findings. This study makes a valuable contribution given the fact that there is a dearth of empirical studies covering studies of this nature in Saudi Arabia.

Keywords: consumer attitudes; advertising; Saudi Arabia; developing countries; marketing.

DOI: 10.1504/JIBED.2009.033740

Journal for International Business and Entrepreneurship Development, 2009 Vol.4 No.4, pp.265 - 274

Published online: 29 Jun 2010 *

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