Ethnic advertising: adolescents' attitudes towards target and non-target advertisements

• Main Authors: Muhammad Mohsin, Butt, Ernest Cyril, de Run
• Format: Article
• Language: English
• Published: Emerald Group Publishing Limited 2010
• Subjects: H Social Sciences (General)
• 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

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...