Muhammad Mohsin, Butt and Ernest Cyril, de Run (2010) Ethnic advertising: adolescents' attitudes towards target and non-target advertisements. Emerald Group Publishing Limited, 11 (3). pp. 189-203.
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Abstract
The results indicate a significant group difference between target and non-target respondents to the advertisement. It also shows that ethnicity is a viable target variable for both majority and minority ethnic groups in Malaysia.
| Item Type: | Article |
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| Uncontrolled Keywords: | UNIMAS, ethic group, target market, adolescent, Malaysia, Attitudes, Behavior , unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak. |
| Subjects: | A General Works > AC Collections. Series. Collected works H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology |
| Divisions: | Academic Faculties, Institutes and Centres > Faculty of Economics and Business Faculties, Institutes, Centres > Faculty of Economics and Business |
| Depositing User: | Karen Kornalius |
| Date Deposited: | 05 Dec 2013 02:32 |
| Last Modified: | 28 Dec 2016 02:31 |
| URI: | http://ir.unimas.my/id/eprint/71 |
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