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

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.

Citation

Ashill, N.J. 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