South asian students’ beliefs about and attitude toward advertising

Research output: Contribution to journalArticlepeer-review

22 Scopus citations


This study’s factor analysis of beliefs about advertising among students in Bangladesh, India, Nepal, Pakistan and Sri Lanka did not perfectly replicate the theoretical or empirical structure of a U.S. study (the South Asian data provided a clearer differentiation among belief dimensions), but was considerably similar. For all five countries together, seven of the eight factors found in the study predicted attitude towards advertising. Respondents' beliefs about advertising’s pleasurable and information aspects were the most favorable, followed by their beliefs about its economic benefits. Their views about advertising's social effects were the least favorable.

Original languageEnglish (US)
Pages (from-to)55-70
Number of pages16
JournalJournal of Current Issues and Research in Advertising
Issue number1
StatePublished - 2001
Externally publishedYes

ASJC Scopus subject areas

  • Marketing


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