Advertising by accountants: The industrial user's perspective

Hite, R. Duncan; McIntyre, Faye; Burke, Richard.

doi:10.1080/15332969.2000.9985415

Cited by 1 publication

(11 citation statements)

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“…Many researchers have studied advertising by accountants in the literature (e.g., Allen & Arnold, 1991;Darling, 1977;Folland, Peacock, & Pelfrey, 1988;Heischmidt & Elfrink, 1991;Hite & Fraser, 1988;Hite, McIntyre, & Burke, 2000;Moser, Colvard, & Austin, 2000;Stevens, Loudon, McConkey, & Dunn, 1992). In this study, we will focus our attention, specifically, on the Attitudes Toward Advertising By Accountants Scale (ATABAS).…”

Section: Attitudes Toward Advertising By Accountants Scalementioning

confidence: 99%

“…this scale in a number of studies (e.g., Hite, 1982;Hite & Bellizzi, 1986;Hite & Fraser, 1988;Hite, McIntyre, & Burke, 2000;Miller & Waller, 1979;Moser, Colvard, & Austin, 2000). A summary of this Attitudes Toward Advertising By Accountants Scale used in the literature can be found in Hite and Fraser (1988) and Hite, McIntyre, and Burke (2000).…”

Section: Services Marketing Quarterlymentioning

confidence: 99%

“…A summary of this Attitudes Toward Advertising By Accountants Scale used in the literature can be found in Hite and Fraser (1988) and Hite, McIntyre, and Burke (2000). More specifically, Hite and Fraser (1988) have analyzed the raw data from three studies in a meta-analysis of Attitudes Toward Advertising By Professionals using the 24-item, 5-point measure.…”

Section: Services Marketing Quarterlymentioning

confidence: 99%

“…More recently, Hite, McIntyre, and Burke (2000) have examined a different set of 19 items of the scale and investigated industrial clients' attitudes. They again identified three factors: Adverse effects on professional image (9 items, variance = 33%), customer benefits of accountant advertising (4 items, variance = 9%), and appropriateness of media vehicles (6 items, variance = 15%).…”

Section: Services Marketing Quarterlymentioning

confidence: 99%

“…In this study, on the basis of research in the literature (e.g., Hite, 1982;Hite & Fraser, 1988;Hite, McIntyre, & Burke, 2000;Miller & Waller, 1979;Moser, Colvard, & Austin, 2000), we will further refine and validate the Attitudes Toward Advertising By Accountants Scale (ATABAS). More specifically, we will adopt the following three-step procedure.…”

Section: The Present Studymentioning

confidence: 99%

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Attitudes Toward Advertising by Accountants

Tang

Moser

Austin

2002

Services Marketing Quarterly

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We obtained survey data from 541 participants and randomly divided them into two sub-samples. We used the exploratory factor analysis (EFA) and the first sample (n = 258) to develop the Attitudes Toward Advertising By Accountants Scale (ATABAS) and the confirmatory factor analysis (CFA) and the second sample (n = 281) to cross-validate the ATABAS model. Results showed a good fit between the model and our data. We combined all participants and divided them into three groups using a three-way split of their ATABAS scores. People with high ATABAS scores had a stronger tendency to use the services of accountants who advertise and were more likely to consider television, radio, newspaper, billboard, telephone, direct mail, professional magazine, popular magazine, Internet, and yellow pages as appropriate medias to advertise than those with median and low ATABAS

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Section: Attitudes Toward Advertising By Accountants Scalementioning

confidence: 99%