Contemporary Singaporean male and female perceptions of male role portrayals in advertisements.

This study of Singapore consumers' perceptions of subservient male role portrayals in advertisements and the effects of consumers' negative perceptions on company image and sales finds that Singapore consumers' perceptions are different between the gender. However, both male and femal...

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Bibliographic Details
Main Author:	Lim, Shainying.
Other Authors:	Piron, Francis Maurice Valery
Format:	Theses and Dissertations
Language:	English
Published:	2008
Subjects:	DRNTU::Business::Advertising
Online Access:	http://hdl.handle.net/10356/7481
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Institution:	Nanyang Technological University
Language:	English

id	sg-ntu-dr.10356-7481
record_format	dspace
spelling	sg-ntu-dr.10356-74812023-05-19T07:16:28Z Contemporary Singaporean male and female perceptions of male role portrayals in advertisements. Lim, Shainying. Piron, Francis Maurice Valery Nanyang Business School DRNTU::Business::Advertising This study of Singapore consumers' perceptions of subservient male role portrayals in advertisements and the effects of consumers' negative perceptions on company image and sales finds that Singapore consumers' perceptions are different between the gender. However, both male and female consumers are neutral to the company image and in their purchase intent of the product(s) of the company which uses potentially offensive advertisements. Master of Business Administration (International Business) 2008-09-18T07:46:17Z 2008-09-18T07:46:17Z 2000 2000 Thesis http://hdl.handle.net/10356/7481 en Nanyang Technological University 54 p. application/pdf
institution	Nanyang Technological University
building	NTU Library
continent	Asia
country	Singapore Singapore
content_provider	NTU Library
collection	DR-NTU
language	English
topic	DRNTU::Business::Advertising
spellingShingle	DRNTU::Business::Advertising Lim, Shainying. Contemporary Singaporean male and female perceptions of male role portrayals in advertisements.
description	This study of Singapore consumers' perceptions of subservient male role portrayals in advertisements and the effects of consumers' negative perceptions on company image and sales finds that Singapore consumers' perceptions are different between the gender. However, both male and female consumers are neutral to the company image and in their purchase intent of the product(s) of the company which uses potentially offensive advertisements.
author2	Piron, Francis Maurice Valery
author_facet	Piron, Francis Maurice Valery Lim, Shainying.
format	Theses and Dissertations
author	Lim, Shainying.
author_sort	Lim, Shainying.
title	Contemporary Singaporean male and female perceptions of male role portrayals in advertisements.
title_short	Contemporary Singaporean male and female perceptions of male role portrayals in advertisements.
title_full	Contemporary Singaporean male and female perceptions of male role portrayals in advertisements.
title_fullStr	Contemporary Singaporean male and female perceptions of male role portrayals in advertisements.
title_full_unstemmed	Contemporary Singaporean male and female perceptions of male role portrayals in advertisements.
title_sort	contemporary singaporean male and female perceptions of male role portrayals in advertisements.
publishDate	2008
url	http://hdl.handle.net/10356/7481
_version_	1770564615711752192

Contemporary Singaporean male and female perceptions of male role portrayals in advertisements.

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