Abstract
This Paper focuses on the structure of consumer attitudes toward advertising. Specifically, this research examines differences, if any, between American and Latvian consumers on the factors that determine attitudes toward advertising.
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Pereira, A. (2015). Consumer Attitudes toward Advertising: Does Culture Matter?. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_23
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DOI: https://doi.org/10.1007/978-3-319-17395-5_23
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