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 help...

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Bibliographic Details
Main Authors:	Muhammad Mohsin, Butt, Ernest Cyril, de Run
Format:	Article
Language:	English
Published:	Emerald Group Publishing Limited 2010
Subjects:	H Social Sciences (General)
Online Access:	http://ir.unimas.my/id/eprint/1609/ http://ir.unimas.my/id/eprint/1609/1/Ethnic%20advertising.pdf

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