Importance of information sources and media evaluations: a cross‐national study

Nicholas J. Ashill (Senior Lecturer in Marketing, University of Victoria of Wellington, Wellington, New Zealand)
Ugur Yavas (Professor of Marketing, East Tennessee State University, Johnson City, TN 37614, USA)

Cross Cultural Management: An International Journal

ISSN: 1352-7606

Publication date: 1 December 2005

Abstract

The study reported in this article investigates whether or not consumers from Turkey and New Zealand attach similar levels of importance to various information sources in their purchase decisions and whether they are similar (dissimilar) in their opinions on advertisement in various media. Customers surveyed in Istanbul and Wellington serve as the database. Study results and their implications are discussed.

Keywords

Citation

Ashill, N. and Yavas, U. (2005), "Importance of information sources and media evaluations: a cross‐national study", Cross Cultural Management: An International Journal, Vol. 12 No. 4, pp. 51-62. https://doi.org/10.1108/13527600510798132

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Publisher

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Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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