Can ethnically targeted advertising work for Malay adolescents?: The moderating role of the strength of ethnic identity
This article expands the existing research on ethnic advertising by investigating young consumers' attitudes towards targeted/ non-targeted ethnic advertisements as well as the moderating role of the strength of ethnic identity in an Eastern society. Eight hundred adolescents from different sta...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Asian Academy of Management
2012
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| Online Access: | http://hdl.handle.net/20.500.11937/40257 |