A sample of 217 Saudi children was surveyed to determine the impact of television commercials on their purchase behaviour. Reports the results of this survey, broken down by gender and discusses their implications. Offers suggestions for future research.
Yavas, U. and Abdul‐Gader, A. (1993), "Impact of TV Commercials on Saudi Children′s Purchase Behaviour", Marketing Intelligence & Planning, Vol. 11 No. 2, pp. 37-43. https://doi.org/10.1108/02634509310027837Download as .RIS
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