An analysis of consumer’ complaint intentions and complaint responses towards unethical advertisements / Hani Zulaikha Zulkifly

• Main Author: Zulkifly, Hani Zulaikha
• Format: Article
• Language: English
• Published: 2016
• Online Access: https://ir.uitm.edu.my/id/eprint/7942/1/7942.pdf; https://ir.uitm.edu.my/id/eprint/7942/; https://forumkomunikasi.uitm.edu.my/

This study analyses the link between consumers’ complaint intentions and complaint responses towards unethical advertisements. Specifically, this study explores why the consumers who intend to complain about the unethical advertisements, ended up complaining privately, directly to the advertisers, t...