The Association of Ethical Judgment of Advertising and Selected Advertising Effectiveness Response Variables  

Oleh:

Simpson, Penny M. ; Brown, Gene ; Widing II, Robert E.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 17 no. 2 (Jan. 1998), page 125.
Topik: Ethical Judgment; Advertising; Effectiveness Response Variables
Fulltext: 125.pdf (67.1KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.31 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This study examines the potential effects of unethically perceived advertising executions on consumer responses to the ad. The study found that the unethical perceptions of the advertisement shown significantly and negatively affected all advertising response variables examined in the study.

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