Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers

Ernest Cyril, de Run and Hiram, Ting and Fam, Kim-Shyan and Jozsa, Laszlo and Andrea, Solyom (2012) Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers. In: International Borneo Business Conference 2012, 19 – 21 December 2012, Sabah. (Unpublished)

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Abstract

The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of matched samples. The results show that the respondents from both cities find advertising ‘interesting and entertaining’,but ‘devious’. In terms of likeable attributes, they like ‘entertaining’, while ‘style’ is the most disliked attribute. The main difference between the two groups was found in attribute rating. The study concludes by offering several explanations for these variations.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: UNIMAS, Chinese Generation Xers' Attitude, Advertising, Hong kong, Shanghai, Consumer, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HM Sociology
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Karen Kornalius
Date Deposited: 06 Dec 2013 03:24
Last Modified: 14 Apr 2016 06:40
URI: http://ir.unimas.my/id/eprint/399

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