Consumer attitudes towards firms' marketing activities: the implications for marketing communications strategies

Abstract

Understanding how consumers perceive corporate marketing activities is important for academic researchers and practitioners alike. Using a cross-national survey in the USA and South Korea, we examine the effects of country, gender, urbanisation and marketing communications (i.e., TV advertising) on consumers' attitudes towards firms' various marketing activities (i.e., advertising, products, pricing). The results suggest that there are no significant differences between the US and Korean consumers' attitudes towards advertising. However, the US consumers have more favourable attitudes towards products and pricing than the Korean consumers. Furthermore, we find that gender is an important predictor of the attitudes towards firms' advertising in both countries. Finally, the results suggest that there is a positive relationship between the Korean consumers' television exposure and their attitudes towards pricing and advertising.