| Autor: |
Abdul Latif Shaikh Mohamed Al-Murisi, Abdul Aziz Abdul Latif, Oliver H. M. Yau, Thomas C. H. Wong |
| Rok vydání: |
1995 |
| Předmět: |
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| Zdroj: |
Services Marketing Quarterly. 11:111-125 |
| ISSN: |
1533-2969 |
| DOI: |
10.1080/15332969.1995.9985163 |
| Popis: |
The objectives of the paper are to study how CPA firms in Hong Kong and Malaysia perceive the concepts of advertising and marketing; how they perceive the effects of advertising and marketing of their services on professional ethics; and to compare the accountants' perceptions towards marketing and advertising in these two countries. A structured questionnaire consisting of 27 statements was used to measure the attitudes of CPA firms towards marketing and advertising using a Likert scale ranging from "strongly agree" to "strongly disagree." In Hong Kong, the sample was drawn by using systematic 1 in 3 sampling technique from the Hong Kong Yellow Pages telephone directory which provided 120 firms. A response rate of 75% was recorded. In Malaysia, the sample was drawn from the Directory of Accountants, Tax Consultants and Tax Advisers, which provided a sample .of 416. Eighty-six successful responses were received, which gives an acceptable response rate o 20.67 percent. Findings indicated that Malaysian CPA... |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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