Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia
The purpose of this paper is to explore consumers’ views on fast food restaurants advertisement. Data were collected by using convenient sampling method from Klang Valley area in Malaysia. The result of the research shows that customers’ are more influenced by internet advertisement followed by com...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Society of Business and Management Dynamics
2011
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/3945/4/Ahsanul_Business_Man_Dynamic.pdf |
| _version_ | 1825644483352461312 |
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| author | Haque, A. K. M. Ahasanul Rahman, Sabbir Ahmed, Ismail Sayyed Yasmin, Farzana Asri, Almas |
| author_facet | Haque, A. K. M. Ahasanul Rahman, Sabbir Ahmed, Ismail Sayyed Yasmin, Farzana Asri, Almas |
| author_sort | Haque, A. K. M. Ahasanul |
| collection | IIUM |
| description | The purpose of this paper is to explore consumers’ views on fast food restaurants advertisement. Data were collected by using convenient sampling method from Klang Valley
area in Malaysia. The result of the research shows that customers’ are more influenced by internet advertisement followed by commercial advertising and print advertisement. The findings suggested some significant of implications which will help advertisers to create better fast food restaurant advertisements. For example, managers can change their slogans based on current situations which will help them to prepare on create suitable advertising for
customers. |
| first_indexed | 2024-03-05T22:33:28Z |
| format | Article |
| id | oai:generic.eprints.org:3945 |
| institution | International Islamic University Malaysia |
| language | English |
| last_indexed | 2024-03-05T22:33:28Z |
| publishDate | 2011 |
| publisher | Society of Business and Management Dynamics |
| record_format | dspace |
| spelling | oai:generic.eprints.org:39452011-11-21T21:55:10Z http://irep.iium.edu.my/3945/ Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia Haque, A. K. M. Ahasanul Rahman, Sabbir Ahmed, Ismail Sayyed Yasmin, Farzana Asri, Almas HF5001 Business. Business Administration The purpose of this paper is to explore consumers’ views on fast food restaurants advertisement. Data were collected by using convenient sampling method from Klang Valley area in Malaysia. The result of the research shows that customers’ are more influenced by internet advertisement followed by commercial advertising and print advertisement. The findings suggested some significant of implications which will help advertisers to create better fast food restaurant advertisements. For example, managers can change their slogans based on current situations which will help them to prepare on create suitable advertising for customers. Society of Business and Management Dynamics 2011-08 Article PeerReviewed application/pdf en http://irep.iium.edu.my/3945/4/Ahsanul_Business_Man_Dynamic.pdf Haque, A. K. M. Ahasanul and Rahman, Sabbir and Ahmed, Ismail Sayyed and Yasmin, Farzana and Asri, Almas (2011) Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia. Business Management Dynamics, 1 (2). pp. 39-53. ISSN 2047-7031 http://www.bmdynamics.com/ |
| spellingShingle | HF5001 Business. Business Administration Haque, A. K. M. Ahasanul Rahman, Sabbir Ahmed, Ismail Sayyed Yasmin, Farzana Asri, Almas Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia |
| title | Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia |
| title_full | Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia |
| title_fullStr | Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia |
| title_full_unstemmed | Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia |
| title_short | Assessing the impact of advertisement towards Malay consumers: an empirical study of fast food restaurants in Malaysia |
| title_sort | assessing the impact of advertisement towards malay consumers an empirical study of fast food restaurants in malaysia |
| topic | HF5001 Business. Business Administration |
| url | http://irep.iium.edu.my/3945/4/Ahsanul_Business_Man_Dynamic.pdf |
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