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

Article Spanish OPEN
Ting, Hiram; de Run, Ernest Cyril; Thurasamy, Ramayah;
(2015)
  • Publisher: Fundação Escola de Comércio Álvares Penteado
  • Journal: Revista Brasileira de Gestão De Negócios (issn: 1806-4892, eissn: 1983-0807)
  • Publisher copyright policies & self-archiving
  • Related identifiers: doi: 10.7819/rbgn.v17i54.1777
  • Subject: SEM1 | HF5001-6182 | Business | Advertising1 | Marketing; Management | Publicidade, atitude, crença, cultura, MEE | HF1-6182 | Commerce | Ethnicity and Advertising | belief1 | culture | Advertising, attitude, belief, culture, SEM | attitude

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 ... View more