Young Adults’ Attitude Towards Advertising: a multi-group analysis by ethnicity
Objective – This study aims to investigate the attitude of Malaysian young adults towards advertising. How this segment responds to advertising, and how ethnic/cultural differences moderate are assessed. Design/methodology/approach – A quantitative questionnaire is used to collect data at two uni...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2015-08-01
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| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | http://rbgn.fecap.br/RBGN/article/view/1777 |