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- W3014185655 abstract "The current paper aims to identify the determinants of consumer resistance to advertisement in other to illustrate its influence on communicative actions. To this end, a study has been carried over a sample of 910 consumers in Cameroon. The data obtained allowed us to run a regression through structural equations. We eventually noticed that there is a significant relationship between the skepticism, the quality of advertisement, the consumers’ culture and resistance behavior to advertisement. Notwithstanding the results, our recommendations to the advertising managers are the betterment of the quality of their advertisements, the trust of consultancy agencies, the respect of consumers’ culture (religion, geographic background, the spoken language and that of publicity) and the improvement of their offers/services quality so as to reduce doubts and make the advert spendings be more profitable." @default.
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- W3014185655 date "1970-01-01" @default.
- W3014185655 modified "2023-09-27" @default.
- W3014185655 title "DETERMINANTS OF CONSUMER RESISTANCE TO ADVERTISEMENTWITHIN THE CAMEROONIAN CONTEXT" @default.
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