Ting, Huong Yiew (2015) A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising. PhD thesis, Universiti Malaysia Sarawak, (UNIMAS).
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Abstract
The thesis aims to investigate attitude towards advertising (Aad) by delving into the modeling effect of three behavioural constructs (belief, attitude and behavioural intention) between two forms of advertising, namely advertising in general and specific controversial advertising. As such, the antecedent-to-consequence and general-to-specific relationships are determined simultaneously. All relationships are then further examined across generational cohorts in the model. Despite the abundance of literature on advertising in general and its association with specific advertising in the West, the validity of these findings in the East, especially the emerging markets, is continually being questioned. Evidence on the relevance of Aad in general to Aad of specific products, particularly controversial products, is found greatly wanting. There is an obvious theoretical gap in literature pertaining to the antecedent of Aad of controversial products. As a result, the effect of Aad in general on Aad of controversial products remains largely unanswered. There is also a lack of empirical research to explicate the actual generational cohorts in different contexts. Marketing literature on segmentation approach using generational cohorts is predominantly based on western sources. Generalizing western findings in void of theoretical implication remains a matter of serious concern. Consequently, little is known about use of generational cohort in understanding Aad in emerging markets.
| Item Type: | Thesis (PhD) |
|---|---|
| Additional Information: | Thesis (Ph.D.) -- Universiti Malaysia Sarawak, 2015. |
| Uncontrolled Keywords: | dvertising, generational cohort, Cohort analysis, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, Postgraduate, research, Universiti Malaysia Sarawak |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| 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: | 07 Oct 2015 02:10 |
| Last Modified: | 23 Aug 2023 08:32 |
| URI: | http://ir.unimas.my/id/eprint/9097 |
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