Attitudes Toward Advertising: A Multinational Study

James R Wills and John K Ryans
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James R Wills: University of Hawaii
John K Ryans: Kent State University

Journal of International Business Studies, 1982, vol. 13, issue 3, 129 pages

Abstract: Advertising is emerging as one of the most controversial functions of business. This study surveys an international sample of consumerists, students, academicians, and managers to determine differences in their attitudes toward advertising. The strongest differences exist between managers and consumerists.© 1982 JIBS. Journal of International Business Studies (1982) 13, 121–129

Date: 1982
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