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Article
Publication date: 1 February 1993
Ugur Yavas and Abdulla Abdul‐Gader
A sample of 217 Saudi children was surveyed to determine the impactof television commercials on their purchase behaviour. Reports theresults of this survey, broken down by gender…
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Abstract
A sample of 217 Saudi children was surveyed to determine the impact of television commercials on their purchase behaviour. Reports the results of this survey, broken down by gender and discusses their implications. Offers suggestions for future research.
Details
Marketing Intelligence & Planning, vol. 11 no. 2
Type: Research Article
ISSN: 0263-4503