Ethnic advertising: adolescents' attitudes towards target and non-target advertisements
The results indicate a significant group difference between target and non-target respondents to the advertisement. It also shows that ethnicity is a viable target variable for both majority and minority ethnic groups in Malaysia.
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Publishing Limited
2010
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/71/ http://ir.unimas.my/id/eprint/71/1/ethnic%20advertising%20adolescents%20attitudes%20%28abstract%29.pdf |
| _version_ | 1848834480776675328 |
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| author | Muhammad Mohsin, Butt Ernest Cyril, de Run |
| author_facet | Muhammad Mohsin, Butt Ernest Cyril, de Run |
| author_sort | Muhammad Mohsin, Butt |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | The results indicate a significant group difference between target and non-target respondents to the advertisement. It also shows that ethnicity is a viable target variable for both majority and minority ethnic groups in Malaysia. |
| first_indexed | 2025-11-15T05:52:39Z |
| format | Article |
| id | unimas-71 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T05:52:39Z |
| publishDate | 2010 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-712016-12-28T02:31:47Z http://ir.unimas.my/id/eprint/71/ Ethnic advertising: adolescents' attitudes towards target and non-target advertisements Muhammad Mohsin, Butt Ernest Cyril, de Run AC Collections. Series. Collected works H Social Sciences (General) HM Sociology The results indicate a significant group difference between target and non-target respondents to the advertisement. It also shows that ethnicity is a viable target variable for both majority and minority ethnic groups in Malaysia. Emerald Group Publishing Limited 2010-04 Article PeerReviewed text en http://ir.unimas.my/id/eprint/71/1/ethnic%20advertising%20adolescents%20attitudes%20%28abstract%29.pdf Muhammad Mohsin, Butt and Ernest Cyril, de Run (2010) Ethnic advertising: adolescents' attitudes towards target and non-target advertisements. Emerald Group Publishing Limited, 11 (3). pp. 189-203. |
| spellingShingle | AC Collections. Series. Collected works H Social Sciences (General) HM Sociology Muhammad Mohsin, Butt Ernest Cyril, de Run Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
| title | Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
| title_full | Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
| title_fullStr | Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
| title_full_unstemmed | Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
| title_short | Ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
| title_sort | ethnic advertising: adolescents' attitudes towards target and non-target advertisements |
| topic | AC Collections. Series. Collected works H Social Sciences (General) HM Sociology |
| url | http://ir.unimas.my/id/eprint/71/ http://ir.unimas.my/id/eprint/71/1/ethnic%20advertising%20adolescents%20attitudes%20%28abstract%29.pdf |