Ethnic advertising: adolescents' attitudes towards target and non-target advertisements
Purpose – This article aims to explore attitudinal and behavioural differences between target and non‐target groups of ethnic advertisements. It seeks to expand the existing body of knowledge by investigating these differences from the perspective of young consumers in an Eastern context. This help...
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| 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/1609/1/Ethnic%20advertising.pdf http://ir.unimas.my/id/eprint/1609/ http://www.emeraldinsight.com/doi/full/10.1108/17473611011074269 http://dx.doi.org/10.1108/17473611011074269 |
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