This article expands the existing research on ethnic advertising by investigating young consumers' attitudes towards targeted/ non-targeted ethnic advertisements as well as the moderating role of the strength of ethnic identity in an Eastern society. Eight hundred adolescents from different states within Malaysia were recruited for this research. Data were analysed using a MANOVA, and an independent sample t-test was used to examine group differences based on their exposure to targeted/non-targeted advertising as well as the intensity of ethnic affiliation. The MANOVA results indicate a main effect for advertisement type and the strength of ethnic identity. However, the results reveal no significant interactions. Further analysis of the dat...
Previous studies indicate that consumers generally prefer advertisements that feature ethnically sim...
Although, advertising has been a major area of study in marketing, limited research investigating th...
The purpose of this study is to determine the attitude of young adults towards advertising from the ...
This article expands the existing research on ethnic advertising by investigating young consumers' a...
This article expands the existing research on ethnic advertising by investigating young consumers\u2...
This article expands the existing research on ethnic advertising by investigating young consumers' ...
Purpose – This article aims to explore attitudinal and behavioural differences between target and no...
The results indicate a significant group difference between target and non-target respondents to the...
The results indicate a significant group difference between target and non-target respondents to the...
Purpose – This article aims to explore attitudinal and behavioural differences between target and n...
Research on ethnic advertisements has identified attitudinal differences between target and non-targ...
Objective – This study aims to investigate the attitude of Malaysian young adults towards advertisin...
This paper sets out to extend current knowledge on advertising effects on those not targeted by noti...
Previous studies indicate that consumers generally prefer advertisements that feature ethnically sim...
This paper sets out to extend current knowledge on advertising effects on those not targeted by noti...
Previous studies indicate that consumers generally prefer advertisements that feature ethnically sim...
Although, advertising has been a major area of study in marketing, limited research investigating th...
The purpose of this study is to determine the attitude of young adults towards advertising from the ...
This article expands the existing research on ethnic advertising by investigating young consumers' a...
This article expands the existing research on ethnic advertising by investigating young consumers\u2...
This article expands the existing research on ethnic advertising by investigating young consumers' ...
Purpose – This article aims to explore attitudinal and behavioural differences between target and no...
The results indicate a significant group difference between target and non-target respondents to the...
The results indicate a significant group difference between target and non-target respondents to the...
Purpose – This article aims to explore attitudinal and behavioural differences between target and n...
Research on ethnic advertisements has identified attitudinal differences between target and non-targ...
Objective – This study aims to investigate the attitude of Malaysian young adults towards advertisin...
This paper sets out to extend current knowledge on advertising effects on those not targeted by noti...
Previous studies indicate that consumers generally prefer advertisements that feature ethnically sim...
This paper sets out to extend current knowledge on advertising effects on those not targeted by noti...
Previous studies indicate that consumers generally prefer advertisements that feature ethnically sim...
Although, advertising has been a major area of study in marketing, limited research investigating th...
The purpose of this study is to determine the attitude of young adults towards advertising from the ...