Moderation effect of culture on the relationships among hedonism, product information, social integration and attitude towards advertising: an empirical study

Vikas Gautam

International Journal of Business Forecasting and Marketing Intelligence, 2017, vol. 3, issue 1, 38-49

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.

Keywords: consumer attitudes; advertising; product information; social integration; hedonism; culture; moderating effect; masculinity; power distance; cultural dimensions; analysis of variance; ANOVA. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=82547 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbfmi:v:3:y:2017:i:1:p:38-49

Access Statistics for this article

More articles in International Journal of Business Forecasting and Marketing Intelligence from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().