How young adults perceive advertising: a comparative study of three ethnic groups
The aim of this study is determine attitude of young consumers towards advertising by ethnicity. Specifically, it seeks to understand how the young adults from the Iban, Chinese and Malay communities perceive advertising. A seven-factor belief model was adopted to decompose the theory of reasoned ac...
| Main Authors: | , |
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| Format: | Proceeding |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/590/ http://ir.unimas.my/id/eprint/590/1/how%20young%20adults%20perceive%20advertising%20%28abstract%29.pdf |