Can ethnically targeted advertising work for Malay adolescents?: The moderating role of the strength of ethnic identity

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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...

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Bibliographic Details
Main Authors:	Butt, Mohsin, De run, E.
Format:	Journal Article
Published:	Asian Academy of Management 2012
Online Access:	http://hdl.handle.net/20.500.11937/40257

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