Can Ethnically Targeted Advertising Work For Malay Adolescents?: The Moderating Role Of The Strength Of Ethnic Identity
This article expands the existing research on ethnic advertising by investigating young consumers' attitudes towards targeted/ non-targeted ethnic advertisements as well as the moderating role of the strength of ethnic identity in an Eastern society. Eight hundred adolescents from different...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2012
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36571/1/AAMJ_17.1.2.pdf http://eprints.usm.my/36571/ http://web.usm.my/aamj/17.1.2012/AAMJ_17.1.2.pdf |
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