Can ethnically targeted advertising work for malay adolescents? : the moderating role of the strength of ethnic identity
Muhammad Mohsin Butt and Ernest Cyril de Run
| Year of publication: |
2012
|
|---|---|
| Authors: | Butt, Muhammad Mohsin ; De Run, Ernest Cyril |
| Published in: |
Asian Academy of Management journal : AAMJ. - Pinang : Penerbit Universiti Sains Malaysia, ISSN 1394-2603, ZDB-ID 2561103-3. - Vol. 17.2012, 1, p. 13-39
|
| Subject: | Ethnische Gruppe | Ethnic group | Kulturelle Identität | Cultural identity | Jugendliche | Youth | Werbewirkung | Advertising effects | Zielgruppe | Target group | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009676039