A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising
The thesis aims to investigate attitude towards advertising (Aad) by delving into the modeling effect of three behavioural constructs (belief, attitude and behavioural intention) between two forms of advertising, namely advertising in general and specific controversial advertising. As such, the a...
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Main Author: | |
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Format: | Thesis |
Language: | English |
Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2015
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Subjects: | |
Online Access: | http://ir.unimas.my/id/eprint/9097/1/Ting%20Huong.pdf http://ir.unimas.my/id/eprint/9097/ |
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Summary: | The thesis aims to investigate attitude towards advertising (Aad) by delving into the modeling
effect of three behavioural constructs (belief, attitude and behavioural intention) between two
forms of advertising, namely advertising in general and specific controversial advertising. As
such, the antecedent-to-consequence and general-to-specific relationships are determined
simultaneously. All relationships are then further examined across generational cohorts in the
model. Despite the abundance of literature on advertising in general and its association with
specific advertising in the West, the validity of these findings in the East, especially the
emerging markets, is continually being questioned. Evidence on the relevance of Aad in
general to Aad of specific products, particularly controversial products, is found greatly
wanting. There is an obvious theoretical gap in literature pertaining to the antecedent of Aad
of controversial products. As a result, the effect of Aad in general on Aad of controversial
products remains largely unanswered. There is also a lack of empirical research to explicate
the actual generational cohorts in different contexts. Marketing literature on segmentation
approach using generational cohorts is predominantly based on western sources. Generalizing
western findings in void of theoretical implication remains a matter of serious concern.
Consequently, little is known about use of generational cohort in understanding Aad in
emerging markets. |
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