会計とマーケティング

Consumer Skepticism towards Advertising on Television Media

Abstract

 Amit Kumar

Purpose: Aim of this study is to examine the level of consumer skepticism towards the brand claims advertising and how it is affected by consumer’s demographic profile.
Design/methodology/approach: The scale developed by Obermiller and Spangerberg is used in this study for measuring consumer skepticism towards advertising. And for the purpose of analysis of data chi-square, correlation and uni-variate analysis tools were used.
Findings: The results show that consumer’s gender and age have influence on consumer skepticism towards the brand advertising on television.
Practical implications: By understanding consumer skepticism towards advertising, marketers could overcome problems related to failure of brand advertising.