Butt, Muhammad Mohsin and de Run, Ernest Cyril
(2012)
Can Ethnically Targeted Advertising Work
For Malay Adolescents?: The Moderating Role
Of The Strength Of Ethnic Identity.
Asian Academy of Management Journal (AAMJ), 17 (1).
pp. 1-27.
ISSN 1394-2603
Abstract
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 states within Malaysia were recruited for this research. Data
were analysed using a MANOVA, and an independent sample t-test was used to examine
group differences based on their exposure to targeted/non-targeted advertising as well as
the intensity of ethnic affiliation. The MANOVA results indicate a main effect for
advertisement type and the strength of ethnic identity. However, the results reveal no
significant interactions. Further analysis of the data suggests that, compared with nontargeted respondents, targeted advertisement respondents have more positive attitudes
towards the advertisement and the brand represented as well as greater subsequent
purchasing intent. Interestingly, no significant differences were found between strong and
weak ethnic identifiers in terms of attitudes towards targeted/non-targeted
advertisements.
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