Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers

Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers

The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of ma...

Full description

Bibliographic Details
Main Authors: Ernest Cyril, de Run, Hiram, Ting, Fam, Kim-Shyan, Jozsa, Laszlo, Andrea, Solyom
Format: Conference or Workshop Item
Language:English
Published: Universiti Malaysia Sarawak, (UNIMAS) 2012
Subjects:
H Social Sciences (General)
HM Sociology
Online Access:http://ir.unimas.my/399/
http://ir.unimas.my/399/
http://ir.unimas.my/399/1/Chinese_Generation_Xers_attitude_towards_Advertising.pdf
id unimas-399
recordtype eprints
spelling unimas-3992016-04-14T06:40:19Z http://ir.unimas.my/399/ Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers Ernest Cyril, de Run Hiram, Ting Fam, Kim-Shyan Jozsa, Laszlo Andrea, Solyom H Social Sciences (General) HM Sociology The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of matched samples. The results show that the respondents from both cities find advertising ‘interesting and entertaining’,but ‘devious’. In terms of likeable attributes, they like ‘entertaining’, while ‘style’ is the most disliked attribute. The main difference between the two groups was found in attribute rating. The study concludes by offering several explanations for these variations. Universiti Malaysia Sarawak, (UNIMAS) 2012 Conference or Workshop Item NonPeerReviewed text en http://ir.unimas.my/399/1/Chinese_Generation_Xers_attitude_towards_Advertising.pdf Ernest Cyril, de Run and Hiram, Ting and Fam, Kim-Shyan and Jozsa, Laszlo and Andrea, Solyom (2012) Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers. In: International Borneo Business Conference 2012, 19 – 21 December 2012, Sabah. (Unpublished) http://www.researchgate.net/publication/235339016_Chinese_Generation_Xers_Attitude_toward_Advertising_Evidence_from_Hong_Kong_and_Shanghai_Consumers
repository_type Digital Repository
institution_category Local University
institution Universiti Malaysia Sarawak
building UNIMAS Institutional Repository
collection Online Access
language English
topic H Social Sciences (General)
HM Sociology
spellingShingle H Social Sciences (General)
HM Sociology
Ernest Cyril, de Run
Hiram, Ting
Fam, Kim-Shyan
Jozsa, Laszlo
Andrea, Solyom
Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers
description The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of matched samples. The results show that the respondents from both cities find advertising ‘interesting and entertaining’,but ‘devious’. In terms of likeable attributes, they like ‘entertaining’, while ‘style’ is the most disliked attribute. The main difference between the two groups was found in attribute rating. The study concludes by offering several explanations for these variations.
format Conference or Workshop Item
author Ernest Cyril, de Run
Hiram, Ting
Fam, Kim-Shyan
Jozsa, Laszlo
Andrea, Solyom
author_facet Ernest Cyril, de Run
Hiram, Ting
Fam, Kim-Shyan
Jozsa, Laszlo
Andrea, Solyom
author_sort Ernest Cyril, de Run
title Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers
title_short Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers
title_full Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers
title_fullStr Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers
title_full_unstemmed Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers
title_sort chinese generation xers’ attitude toward advertising:evidence from hong kong and shanghai consumers
publisher Universiti Malaysia Sarawak, (UNIMAS)
publishDate 2012
url http://ir.unimas.my/399/
http://ir.unimas.my/399/
http://ir.unimas.my/399/1/Chinese_Generation_Xers_attitude_towards_Advertising.pdf
first_indexed 2018-09-06T14:36:11Z
last_indexed 2018-09-06T14:36:11Z
_version_ 1610869188167991296

Similar Items