Young Adults’ Attitude Towards Advertising: a multi-group analysis by ethnicity

Young Adults’ Attitude Towards Advertising: a multi-group analysis by ethnicity

Objective – This study aims to investigate the attitude of Malaysian young adults towards advertising. How this segment responds to advertising, and how ethnic/cultural differences moderate are assessed. Design/methodology/approach – A quantitative questionnaire is used to collect data at two uni...

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Bibliographic Details
Main Authors:	Hiram Ting, Ernest Cyril de Run, Ramayah Thurasamy
Format:	Article
Language:	English
Published:	Fundação Escola de Comércio Álvares Penteado 2015-08-01
Series:	Revista Brasileira de Gestão De Negócios
Subjects:	Advertising1 attitude belief1 culture SEM1
Online Access:	http://rbgn.fecap.br/RBGN/article/view/1777

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