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Predictors of Attitude toward Advertising – An Empirical Study of North Indian Consumers
This study identifies the predictors of Indian consumers’ attitude-toward-advertising in-general, using an inventory of 28 belief statements developed by Pollay and Mittal (1993).The population for the study comprised the general public from 7 North Indian States (Punjab, Jammu & Kashmir, Himach...
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| Médium: | Journal Article |
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Abhigyan
2013
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