Abstract
Drawing on data collected in three countries, this study finds that a three-antecedent-factor framework provides better predictions of attitudes toward advertising-in-general, at least in Latin America, than does an alternative cross-national model recently proposed by Durvasula et al. (1993).
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Dávila, V.R., Rojas-Méndez, J.I. (2015). Using Three Antecedent Factors to Predict Latin American Attitudes Toward Advertlsing-in-General. In: Chebat, JC., Oumlil, A. (eds) Proceedings of the 1998 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17383-2_26
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DOI: https://doi.org/10.1007/978-3-319-17383-2_26
Publisher Name: Springer, Cham
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