Advertising trends in urban China

Dongsheng Zhou (First Author), Weijiong Zhang (Participant Author), Ilan Vertinsky (Participant Author)

科研成果: 期刊稿件期刊论文

15 引用 (Web of Science)

摘要

The Chinese advertising market expanded in the past decade at an average annual rate of above 40 percent. The sustainability of such a rapid growth depends in part on the general attitudes of the public toward advertising. This paper reports the results of a telephone survey of 825 consumers in five major cities in China. The survey focused on general beliefs about the institution of advertising, personal experiences, and general attitudes toward advertising. The relationships among beliefs, personal experiences, and general attitudes are modeled. The paper also investigates the relationships among demographic variables and experiences, beliefs, and attitudes. The study shows that urban Chinese have similar or more positive attitudes toward advertising than their U.S. counterparts and that these positive attitudes demonstrate resilience over time. As in the United States, younger consumers have more positive beliefs and attitudes toward advertising. But in contrast to the United States, those with higher levels of education tend to have more positive attitudes and beliefs.
源语言英语
页(从-至)73-81
期刊Journal of Advertising Research
42
3
DOI
出版状态已出版 - 2002

关键词

  • ADVERTISEMENTS
  • ATTITUDES

成果物的来源

  • Scopus
  • SSCI

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