Abstract
The main goal of the paper is to understand attitudes toward advertising in Europe, using representative consumer surveys conducted in EU countries. The study is informed by two large consumer national surveys conducted in Spain and Romania using a multi-stage random sampling method. In both observed countries the sampling frame was represented by the adult population living in urban areas.
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© 2015 Academy of Marketing Science
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Petrovici, D., Etayo, C. (2015). When Less is More: A Comparative Study on Advertising Avoidance. In: Sharma, D. (eds) Cultural Perspectives in a Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18696-2_34
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DOI: https://doi.org/10.1007/978-3-319-18696-2_34
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18695-5
Online ISBN: 978-3-319-18696-2
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