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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Main Authors:	Muhammad Mohsin, Butt, Ernest Cyril, de Run
Format:	E-Article
Language:	English
Published:	Emerald Group Publishing Limited 2010
Subjects:	AC Collections. Series. Collected works H Social Sciences (General) HM Sociology
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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Institution:	Universiti Malaysia Sarawak
Language:	English

id	my.unimas.ir.71
record_format	eprints
spelling	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.
institution	Universiti Malaysia Sarawak
building	Centre for Academic Information Services (CAIS)
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Malaysia Sarawak
content_source	UNIMAS Institutional Repository
url_provider	http://ir.unimas.my/
language	English
topic	AC Collections. Series. Collected works H Social Sciences (General) HM Sociology
spellingShingle	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/
_version_	1644508550878199808

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

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