Indian Journal of Marketing

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Dimensions of Consumers' Advertising Beliefs in India


Affiliations
1 Assistant Professor, Department of Management, Lovely Professional University, Phagwara, Punjab, India
2 Professor, Department of Commerce and Business Management, Guru Nanak Dev University, Amritsar ,Punjab, India
     

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This paper identifies the belief dimensions for Indian consumers' attitude toward advertising. A sample of 873 consumers including 458 males and 415 females has been drawn from North Indian States and Union Territories. The 28 belief statements in Pollay and Mittal Model of attitude toward advertising have been factor analysed (Principal Component Analysis with Orthogonal Rotation) to explore the dimensionality of advertising beliefs of Indian consumers. Six dimensions of Indian consumers' beliefs about advertising have been identified and explained. These are 'Harmful for Society', 'Good for Economy, 'Better Quality of Life', 'Manipulative', 'Lower Prices', and 'Hedonic Pleasure'. Implications of advertising beliefs for advertisers and marketers have also been discussed.
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  • Dimensions of Consumers' Advertising Beliefs in India

Abstract Views: 162  |  PDF Views: 0

Authors

Sandeep Vij
Assistant Professor, Department of Management, Lovely Professional University, Phagwara, Punjab, India
Raghbir Singh
Professor, Department of Commerce and Business Management, Guru Nanak Dev University, Amritsar ,Punjab, India

Abstract


This paper identifies the belief dimensions for Indian consumers' attitude toward advertising. A sample of 873 consumers including 458 males and 415 females has been drawn from North Indian States and Union Territories. The 28 belief statements in Pollay and Mittal Model of attitude toward advertising have been factor analysed (Principal Component Analysis with Orthogonal Rotation) to explore the dimensionality of advertising beliefs of Indian consumers. Six dimensions of Indian consumers' beliefs about advertising have been identified and explained. These are 'Harmful for Society', 'Good for Economy, 'Better Quality of Life', 'Manipulative', 'Lower Prices', and 'Hedonic Pleasure'. Implications of advertising beliefs for advertisers and marketers have also been discussed.