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

Authors: Hyokjin Kwak, Howard Forman, George M. Zinkhan

Addresses: Department of Marketing, LeBow College of Business, Drexel University, 503B Matheson Hall, Philadelphia, PA 19104, USA. ' Department of Marketing, Mihaylo College of Business and Economics, California State University Fullerton, USA. ' Department of Marketing, Terry College of Business, The University of Georgia, USA

Abstract: 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.

Keywords: consumer attitudes; advertising; pricing; products; international marketing; USA; Korea; marketing communications; United States; country; gender; urbanisation; TV advertising; television advertising.

DOI: 10.1504/IJIMA.2009.026367

International Journal of Internet Marketing and Advertising, 2009 Vol.5 No.3, pp.131 - 144

Available online: 08 Jun 2009 *

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