Ethnic advertising: adolescents' attitudes towards target and non-target advertisements
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.
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Emerald Group Publishing Limited
2010
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Online Access: | http://ir.unimas.my/id/eprint/71/1/ethnic%20advertising%20adolescents%20attitudes%20%28abstract%29.pdf http://ir.unimas.my/id/eprint/71/ |
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my.unimas.ir.712016-12-28T02:31:47Z http://ir.unimas.my/id/eprint/71/ Ethnic advertising: adolescents' attitudes towards target and non-target advertisements Muhammad Mohsin, Butt Ernest Cyril, de Run AC Collections. Series. Collected works H Social Sciences (General) HM Sociology 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. Emerald Group Publishing Limited 2010-04 E-Article PeerReviewed text en http://ir.unimas.my/id/eprint/71/1/ethnic%20advertising%20adolescents%20attitudes%20%28abstract%29.pdf 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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AC Collections. Series. Collected works H Social Sciences (General) HM Sociology |
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AC Collections. Series. Collected works H Social Sciences (General) HM Sociology Muhammad Mohsin, Butt Ernest Cyril, de Run Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
description |
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. |
format |
E-Article |
author |
Muhammad Mohsin, Butt Ernest Cyril, de Run |
author_facet |
Muhammad Mohsin, Butt Ernest Cyril, de Run |
author_sort |
Muhammad Mohsin, Butt |
title |
Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
title_short |
Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
title_full |
Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
title_fullStr |
Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
title_full_unstemmed |
Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
title_sort |
ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
publisher |
Emerald Group Publishing Limited |
publishDate |
2010 |
url |
http://ir.unimas.my/id/eprint/71/1/ethnic%20advertising%20adolescents%20attitudes%20%28abstract%29.pdf http://ir.unimas.my/id/eprint/71/ |
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