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...

Full description

Saved in:
Bibliographic Details
Main Author: Ting, Huong Yiew
Format: Thesis
Language:English
Published: Universiti Malaysia Sarawak, (UNIMAS) 2015
Subjects:
Online Access:http://ir.unimas.my/id/eprint/9097/1/Ting%20Huong.pdf
http://ir.unimas.my/id/eprint/9097/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.unimas.ir.9097
record_format eprints
spelling my.unimas.ir.90972023-08-23T08:32:59Z http://ir.unimas.my/id/eprint/9097/ A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising Ting, Huong Yiew H Social Sciences (General) 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. Universiti Malaysia Sarawak, (UNIMAS) 2015 Thesis NonPeerReviewed text en http://ir.unimas.my/id/eprint/9097/1/Ting%20Huong.pdf Ting, Huong Yiew (2015) A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising. PhD thesis, Universiti Malaysia Sarawak, (UNIMAS).
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Ting, Huong Yiew
A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising
description 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.
format Thesis
author Ting, Huong Yiew
author_facet Ting, Huong Yiew
author_sort Ting, Huong Yiew
title A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising
title_short A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising
title_full A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising
title_fullStr A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising
title_full_unstemmed A study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising
title_sort study of generational cohort effect on attitude towards advertising : a two-directional study of advertising in general and controversial advertising
publisher Universiti Malaysia Sarawak, (UNIMAS)
publishDate 2015
url http://ir.unimas.my/id/eprint/9097/1/Ting%20Huong.pdf
http://ir.unimas.my/id/eprint/9097/
_version_ 1775627185845960704
score 13.18916