IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/jmmr279.html
   My bibliography  Save this paper

Cameroonian Consumers' Attitude towards Tv Advertising Form and Content

Author

Listed:
  • ADAMOU HADJI Mohamadou

    (Department of International Economic IRIC/University of Yaounde II - Cameroon Author-2-Name: KUATE KAMGA Sangeniss Leblanc Author-2-Workplace-Name: Department of Marketing and Management FSEG/University of Dschang - Cameroon Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

"Objective - The research focuses on analysing the TV advertising in an environment dominated by social networks and its ever-increasing cost in order to evaluate the influence of its content and form on consumer attitudes in Cameroon. Methodology/Technique - A survey was conducted with a convenience sample of 337 individuals in the cities of Douala, Yaound�, and Maroua. Principal component analysis and multiple linear regression were used to assess the results. Findings - The results reveal the significant influence of the content (character and language) and even the form (traditional advertising and placement) of television advertising on consumer attitudes. Novelty - It contributes to the development of the study of television advertising in relation to the attitude of the consumers in Cameroon by integrating the content and form aspect. Type of Paper - Empirical."

Suggested Citation

  • ADAMOU HADJI Mohamadou, 2021. "Cameroonian Consumers' Attitude towards Tv Advertising Form and Content," GATR Journals jmmr279, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr279
    DOI: https://doi.org/10.35609/jmmr.2021.6.3(3)
    as

    Download full text from publisher

    File URL: http://gatrenterprise.com/GATRJournals/JMMR/pdf_files/JMMRVol6(3)2021/3.ADAMOU%20HADJI%20Mohamadou.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    File URL: https://libkey.io/https://doi.org/10.35609/jmmr.2021.6.3(3)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Luna, David & Peracchio, Laura A, 2001. "Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 284-295, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jae, Haeran & Viswanathan, Madhubalan, 2012. "Effects of pictorial product-warnings on low-literate consumers," Journal of Business Research, Elsevier, vol. 65(12), pages 1674-1682.
    2. Shrum, L.J. & Lowrey, T.M. & Luna, David & Lerman, D.B. & Liu, Min, 2012. "Sound symbolism effects across languages: Implications for global brand names," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 275-279.
    3. Jos Hornikx & Frank Meurs & Helene Tenzer, 2024. "Foreign languages in advertising: Theoretical implications for language-related IB research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 55(2), pages 270-279, March.
    4. Liu, Shixiong & Wen, Xiaoshan & Wei, Lina & Zhao, Weihong, 2013. "Advertising persuasion in China: Using Mandarin or Cantonese?," Journal of Business Research, Elsevier, vol. 66(12), pages 2383-2389.
    5. Braude-Zolotarev, M. (Брауде-Золотарев, М.) & Voloshkin, I (Волошкин, И.) & Serbina, E. (Сербина. Е.) & Negorodov, Vitaliy (Негородов, Виталий), 2015. "Modelling of Scenarios of Interdepartmental Informational cooperation in the Provision of Public Services [Моделирование Сценариев Межведомственного Информационного Взаимодействия При Предоставлени," Published Papers madd6, Russian Presidential Academy of National Economy and Public Administration.
    6. Sundar, Aparna & Dinsmore, John B. & Paik, Sung-Hee Wendy & Kardes, Frank R., 2017. "Metaphorical communication, self-presentation, and consumer inference in service encounters," Journal of Business Research, Elsevier, vol. 72(C), pages 136-146.
    7. Kubat, Umut & Swaminathan, Vanitha, 2015. "Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 354-362.
    8. Puntoni, S., 2006. "“Emotional” versus “Emotioneel”: Advertising Language and Emotional Appraisal," ERIM Report Series Research in Management ERS-2006-066-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    9. Czellar, Sandor & Kocher, Bruno, 2007. "To be or not to be consistent in brand logo changes?," HEC Research Papers Series 875, HEC Paris.
    10. Glassman, Myron & Glassman, Aaron, 2017. "Is dual language marketing socially responsible?," Business Horizons, Elsevier, vol. 60(4), pages 565-572.
    11. Kum, Doreen & Lee, Yih Hwai & Qiu, Cheng, 2011. "Testing to prevent bad translation: Brand name conversions in Chinese-English contexts," Journal of Business Research, Elsevier, vol. 64(6), pages 594-600, June.
    12. Lerman, Dawn & Maldonado, Rachel & Luna, David, 2009. "A theory-based measure of acculturation: The shortened cultural life style inventory," Journal of Business Research, Elsevier, vol. 62(4), pages 399-406, April.
    13. Wang, Weisha & Abosag, Ibrahim, 2019. "Do immigration and social media facilitate or inhibit cognitive acculturation? The role of individual dialecticism in dual-focused cultural stimuli evaluation," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 523-531.
    14. Dwight R. Merunka, 2013. "Reinterpreting cultural priming effects in cross-cultural consumer research," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 232-248, December.
    15. Richard, Marie-Odile & Toffoli, Roy, 2009. "Language influence in responses to questionnaires by bilingual respondents: A test of the Whorfian hypothesis," Journal of Business Research, Elsevier, vol. 62(10), pages 987-994, October.
    16. Alexander Unger & Karim Gassemi & Julie Papastamatelou, 2018. "The Effects of Language Use on Time Perspectives in Multilingual Morocco," Psychology and Developing Societies, , vol. 30(2), pages 153-174, September.
    17. Alvarez, Cecilia M.O. & Miniard, Paul W. & Jaccard, James, 2017. "How Hispanic bilinguals' cultural stereotypes shape advertising persuasiveness," Journal of Business Research, Elsevier, vol. 75(C), pages 29-36.

    More about this item

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gtr:gatrjs:jmmr279. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.