Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers

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Chinese Generation Xers’ Attitude toward Advertising:Evidence from Hong Kong and Shanghai Consumers

The purpose of this study is to examine Chinese Generation Xers’ attitude toward advertising and whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai. A telephone interview of 200 respondents in each city was conducted using a strategy of ma...

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Bibliographic Details
Main Authors:	Ernest Cyril, de Run, Hiram, Ting, Fam, Kim-Shyan, Jozsa, Laszlo, Andrea, Solyom
Format:	Proceeding
Language:	English
Published:	Universiti Malaysia Sarawak, (UNIMAS) 2012
Subjects:	H Social Sciences (General) HM Sociology
Online Access:	http://ir.unimas.my/id/eprint/399/ http://ir.unimas.my/id/eprint/399/1/Chinese_Generation_Xers_attitude_towards_Advertising.pdf

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