Ethnic advertising: adolescents' attitudes towards target and non-target advertisements

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
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
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
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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