Anderson, Ronald D; Engledow, Jack L; Becker, Helmut - In: Journal of International Business Studies 9 (1978) 3, pp. 27-38
Results of a cross-cultural, repeated measures study of advertising attitudes among subscribers toward product test magazines are presented. The subscriber of the product test magazines, seen as an important group of purchasers and trend setters, were found to have less favorable attitudes to...
