Consumers' attitudes toward advertising by accounting professionals

Moser, H. Ronald; Colvard, Robert G.; Austin, M. Jill

doi:10.1080/15332969.2000.9985392

Cited by 4 publications

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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%

“…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%

Section: Services Marketing Quarterlymentioning

confidence: 99%

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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“…The relaxing of professional codes that previously prohibited or severely restricted advertising, promotion and marketing by accountants has been well documented in the accounting and marketing literature (see Barr and McNeilly, 2003; Ellingson et al , 2001; Moser et al , 2000; O'Donohoe et al , 1991 for comprehensive coverage of these developments and the associated issues). The subsequent loosening of restrictions on promotion and marketing through methods such as newsletters has been the subject of fervent debate amongst accountants (Lee, 2010).…”

Section: Relevant Prior Literaturementioning

confidence: 99%

The effectiveness of newsletters in accountants' client relations with small business managers

Stone

2012

Qualitative Research in Accounting &Amp; Management

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PurposeThe purpose of this paper is to evaluate the effectiveness of one of accounting practitioners' most widely‐used client relations techniques. By evaluating the effectiveness of the newsletters that accountants provide to small business managers, the paper critically assesses their role in contributing to accountants' overall strategy for developing relations with their substantial small business manager client base.Design/methodology/approachSemi‐structured interviews were conducted with ten accountants who have provided newsletters to small business clients. The interviews were motivated by the results of a questionnaire administered to a sample of small business managers. The interview findings offer valuable insights into accountants' rationale for providing newsletters to their small business clients and accountants' assessment of the effectiveness of newsletters as a client relations technique. Analysis of the findings is informed by media richness theory.FindingsThe findings indicate that, despite their apparent popularity amongst professional accounting firms, newsletters are an ineffective method for developing relations with accountants' small business manager clients. The effectiveness of accountants' newsletters is diminished by the generic impersonal nature of the newsletter content that managers of small firms cannot relate to their own circumstances and by newsletters' technical accounting and tax content that small business managers have difficulty understanding.Originality/valueThe paper contributes to redressing a gap in research regarding the effectiveness of newsletters in accountants' relations with the economically significant small business sector, while better informing practitioners' development of their advisory relationship with small business managers. Rapidly emerging social media alternatives to the widespread practice of distributing newsletters to facilitate relations with small business clients are introduced as an emergent phenomenon.

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Relationship Marketing and Disadvantaged Health Care Segments

Peltier

Scovotti

2004

Health Marketing Quarterly

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The purpose of vocational rehabilitation (VR) is to provide disabled individuals with the training and support services needed to assimilate into the workforce. This study incorporates concepts developed in the relationship marketing and internal marketing literature to determine the factors that influence overall satisfaction of vocational training services. Results underscore the importance of social and structural bonds that develop among the multiple stakeholders involved in the VR process. Satisfaction is also influenced by the design and equipment used in the facilities and the efficiency of initiating VR services. A highly reliable instrument to measure VR participant satisfaction is presented.

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Consumers' attitudes toward advertising by accounting professionals

Cited by 4 publications

References 0 publications

Attitudes Toward Advertising by Accountants

Attitudes Toward Advertising by Accountants

The effectiveness of newsletters in accountants' client relations with small business managers

Relationship Marketing and Disadvantaged Health Care Segments

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