Can Ethnically Targeted Advertising Work
For Malay Adolescents?: The Moderating Role
Of The Strength Of Ethnic Identity

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Can Ethnically Targeted Advertising Work For Malay Adolescents?: The Moderating Role Of The Strength Of Ethnic Identity

This article expands the existing research on ethnic advertising by investigating young consumers' attitudes towards targeted/ non-targeted ethnic advertisements as well as the moderating role of the strength of ethnic identity in an Eastern society. Eight hundred adolescents from different...

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Bibliographic Details
Main Authors:	Butt, Muhammad Mohsin, de Run, Ernest Cyril
Format:	Article
Language:	English
Published:	Asian Academy of Management (AAM) 2012
Subjects:	HD28-70 Management. Industrial Management
Online Access:	http://eprints.usm.my/36571/ http://eprints.usm.my/36571/1/AAMJ_17.1.2.pdf

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