Is Outdoor Advertising Fading Out in the Digital Era? – A Cross-Cultural Study on Attitudes toward Advertising
Research output: Conference Papers (RGC: 31A, 31B, 32, 33) › 32_Refereed conference paper (no ISBN/ISSN) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
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| Pages | 28-36 |
| Publication status | Published - 22 Apr 2013 |
Conference
| Title | 3rd Annual International Conference on Enterprise Marketing and Globalization |
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| Place | Singapore |
| Period | 22 - 23 April 2013 |
Link(s)
| Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(70508cd3-6dc2-4d2b-89d2-e0a133009351).html |
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Abstract
This paper examines cross-cultural differences in attitudes toward outdoor advertising and investigates the effects of different belief factors on consumer attitudes. Hofstede’s (2001) cultural differences and cognitive dissonance theory are applied for the analysis. Data were collected from university students in the United Kingdom, China, and Hong Kong. The results show that Hong Kong and Chinese respondents held the most favorable attitudes toward outdoor advertising while UK respondents held the least favorable. Furthermore, the respondents from the three areas had a more favorable attitude toward outdoor advertising compared with Internet advertising. The results suggest that the advertisers should consider seriously the spending on outdoor advertising which is still favourable in the digital era.
Citation Format(s)
Is Outdoor Advertising Fading Out in the Digital Era? – A Cross-Cultural Study on Attitudes toward Advertising. / CHEUNG, Sau Lan; LEUNG, Wing Fai.
2013. 28-36 Paper presented at 3rd Annual International Conference on Enterprise Marketing and Globalization, Singapore.Research output: Conference Papers (RGC: 31A, 31B, 32, 33) › 32_Refereed conference paper (no ISBN/ISSN) › peer-review
