Ethnic advertising: adolescents’ attitudes towards target and non-target advertisements

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Ethnic advertising: adolescents’ attitudes towards target and non-target advertisements

Purpose – This article aims to explore attitudinal and behavioural differences between target and non-target groups of ethnic advertisements. It seeks to expand the existing body of knowledge by investigating these differences from the perspective of young consumers in an Eastern context. This helps...

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Bibliographic Details
Main Authors:	Butt, Mohsin, de Run, E.
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2010
Online Access:	http://www.emeraldinsight.com/ http://hdl.handle.net/20.500.11937/36267

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