Unintended effects of ethnically targeted advertising

Ernest Cyril, de Run (2004) Unintended effects of ethnically targeted advertising. ["eprint_fieldopt_thesis_type_phd" not defined] thesis, University of Otago, Dunedin New Zealand.

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Official URL: https://ourarchive.otago.ac.nz/handle/10523/1476


Although, advertising has been a major area of study in marketing, limited research investigating the unintended effects of targeted advertising beyond social and moral issues has been limited. This thesis contributes to the current body of knowledge by examining the unintended effects of ethnically targeted advertising on ethnic groups that are not targeted, but who are still likely to see the advertising. The thesis also develops a holistic model for measuring the effects of targeted advertising using four variables; emotions, attitude to the advertisement, attitude to the company and behavioural intentions. The conceptual basis of the model is accommodation theory, which allows for different levels of targeting based on the language mix used in advertisements (e.g. ranging from advertisements that are solely in the targeted group language to advertisements with a mixture of languages to advertisements that are solely in the non-targeted group's language). The model was tested on three different ethnic groups in Malaysia.

Item Type: Thesis (["eprint_fieldopt_thesis_type_phd" not defined])
Additional Information: Thesis (Ph.D.) -- University of Otago, 2004.
Uncontrolled Keywords: Advertising, Marketing, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, postgraduate,research, Universiti Malaysia Sarawak
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Karen Kornalius
Date Deposited: 23 Apr 2014 07:32
Last Modified: 23 Jul 2015 06:35
URI: http://ir.unimas.my/id/eprint/1861

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