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 |
| _version_ | 1848755819603034112 |
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| author | Butt, Mohsin De run, E. |
| author_facet | Butt, Mohsin De run, E. |
| author_sort | Butt, Mohsin |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 states within Malaysia were recruited for this research. Data were analysed using a MANOVA, and an independent sample t-test was used to examine group differences based on their exposure to targeted/non-targeted advertising as well as the intensity of ethnic affiliation. The MANOVA results indicate a main effect for advertisement type and the strength of ethnic identity. However, the results reveal no significant interactions. Further analysis of the data suggests that, compared with non-targeted respondents, targeted advertisement respondents have more positive attitudes towards the advertisement and the brand represented as well as greater subsequent purchasing intent. Interestingly, no significant differences were found between strong and weak ethnic identifiers in terms of attitudes towards targeted/non-targeted advertisements. |
| first_indexed | 2025-11-14T09:02:22Z |
| format | Journal Article |
| id | curtin-20.500.11937-40257 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:02:22Z |
| publishDate | 2012 |
| publisher | Asian Academy of Management |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-402572017-03-06T03:02:44Z Can ethnically targeted advertising work for Malay adolescents?: The moderating role of the strength of ethnic identity Butt, Mohsin De run, E. 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 states within Malaysia were recruited for this research. Data were analysed using a MANOVA, and an independent sample t-test was used to examine group differences based on their exposure to targeted/non-targeted advertising as well as the intensity of ethnic affiliation. The MANOVA results indicate a main effect for advertisement type and the strength of ethnic identity. However, the results reveal no significant interactions. Further analysis of the data suggests that, compared with non-targeted respondents, targeted advertisement respondents have more positive attitudes towards the advertisement and the brand represented as well as greater subsequent purchasing intent. Interestingly, no significant differences were found between strong and weak ethnic identifiers in terms of attitudes towards targeted/non-targeted advertisements. 2012 Journal Article http://hdl.handle.net/20.500.11937/40257 Asian Academy of Management restricted |
| spellingShingle | Butt, Mohsin De run, E. Can ethnically targeted advertising work for Malay adolescents?: The moderating role of the strength of ethnic identity |
| title | Can ethnically targeted advertising work for Malay adolescents?: The moderating role of the strength of ethnic identity |
| title_full | Can ethnically targeted advertising work for Malay adolescents?: The moderating role of the strength of ethnic identity |
| title_fullStr | Can ethnically targeted advertising work for Malay adolescents?: The moderating role of the strength of ethnic identity |
| title_full_unstemmed | Can ethnically targeted advertising work for Malay adolescents?: The moderating role of the strength of ethnic identity |
| title_short | Can ethnically targeted advertising work for Malay adolescents?: The moderating role of the strength of ethnic identity |
| title_sort | can ethnically targeted advertising work for malay adolescents?: the moderating role of the strength of ethnic identity |
| url | http://hdl.handle.net/20.500.11937/40257 |