Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University
The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what contributes to attitude and subsequently behavioral intention towards advertising. A qua...
| 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/8621/ http://ir.unimas.my/id/eprint/8621/1/Ernest%20Cyril%20de%20Run.pdf |
| _version_ | 1848836405219819520 |
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| author | Ernest Cyril, de Run Hiram, Ting Jee, Teck Weng Sally, Lau Yin Choo |
| author_facet | Ernest Cyril, de Run Hiram, Ting Jee, Teck Weng Sally, Lau Yin Choo |
| author_sort | Ernest Cyril, de Run |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | The purpose of this study is to determine general attitude towards advertising from the perspective of
marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what
contributes to attitude and subsequently behavioral intention towards advertising. A quantitative approach by
means of questionnaire based survey was administered at a private university. 217 usable copies, whereby
101 are marketing students and 116 are non-marketing students, were collected. Descriptive and inferential
analyses were subsequently used. Findings show that there is no significant difference in beliefs, attitude and
intention towards advertising among marketing and non-marketing students despite dissimilar educational
background. This study therefore articulates the present view of university students about advertising, and its
implication to academia and business. |
| first_indexed | 2025-11-15T06:23:14Z |
| format | Proceeding |
| id | unimas-8621 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:23:14Z |
| publishDate | 2013 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-86212022-01-04T03:18:17Z http://ir.unimas.my/id/eprint/8621/ Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University Ernest Cyril, de Run Hiram, Ting Jee, Teck Weng Sally, Lau Yin Choo HB Economic Theory The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what contributes to attitude and subsequently behavioral intention towards advertising. A quantitative approach by means of questionnaire based survey was administered at a private university. 217 usable copies, whereby 101 are marketing students and 116 are non-marketing students, were collected. Descriptive and inferential analyses were subsequently used. Findings show that there is no significant difference in beliefs, attitude and intention towards advertising among marketing and non-marketing students despite dissimilar educational background. This study therefore articulates the present view of university students about advertising, and its implication to academia and business. 2013 Proceeding NonPeerReviewed text en http://ir.unimas.my/id/eprint/8621/1/Ernest%20Cyril%20de%20Run.pdf Ernest Cyril, de Run and Hiram, Ting and Jee, Teck Weng and Sally, Lau Yin Choo (2013) Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University. In: 5th Asia Pacific Marketing and Management Conference (APMMC), 2013, 20-22 November, Hilton Kuching Hotel, Kuching, Malaysia. (Unpublished) http://www.researchgate.net/publication/258727567_Attitude_towards_Advertising_A_Comparison_between_Marketing_and_Non-marketing_Students_at_a_Private_University |
| spellingShingle | HB Economic Theory Ernest Cyril, de Run Hiram, Ting Jee, Teck Weng Sally, Lau Yin Choo Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University |
| title | Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University |
| title_full | Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University |
| title_fullStr | Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University |
| title_full_unstemmed | Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University |
| title_short | Attitude towards Advertising: A Comparison between Marketing and Non-marketing Students at a Private University |
| title_sort | attitude towards advertising: a comparison between marketing and non-marketing students at a private university |
| topic | HB Economic Theory |
| url | http://ir.unimas.my/id/eprint/8621/ http://ir.unimas.my/id/eprint/8621/ http://ir.unimas.my/id/eprint/8621/1/Ernest%20Cyril%20de%20Run.pdf |