International Journal of Research Studies in Management, 2012
A considerable number of empirical studies on country-of-origin had indicated its influence on co... more A considerable number of empirical studies on country-of-origin had indicated its influence on consumer product evaluation as well as purchase intention. Previous research also suggests the outcomes of country-of-origin effect differ by product type investigated in addition to countries selected for examination. The main crux of this study to explore the role that country-of-origin cue plays on Malaysian consumer's product evaluation as well as purchase intention of a low involvement product i.e. toothpaste. This study considered both local (Malaysia -Colgate) and foreign (China -Darlie and Australia -Sensodyne) brands of toothpaste that were initially determined through a pre-test. Data was collected via a survey utilizing self-administered questionnaires by respondents aged 20 and above and analyzed using means, analysis of variance (ANOVA) as well as T-test. Findings revealed that Malaysians generally prefer products from developed nations as opposed to those made locally or imported from less developed countries. Additionally, it was also found that consumers tend to prefer local toothpaste when compared to the toothpaste made in China.
This study explores the multi-dimensionality of organizational commitment of volunteer chamber of... more This study explores the multi-dimensionality of organizational commitment of volunteer chamber of commerce board members using the Meyer and Allen (1997) scale. The effect of organizational commitment on desirable board member roles is also tested. Theory is developed by uniting past research in both organizational commitment and employee motivation. A proposed scale is tested using Confirmatory Factor Analysis with data gathered from 616 respondents at 116 chambers of commerce in 36 states. Structural Equations Modeling is then used to examine the effects of organizational commitment on several critical roles the board member is hoped to perform. Unlike prior research using Meyer and Allen’s (1997) scale that focused on paid employees, our results indicate that normative, affective, and continuance commitment based on low alternatives are the three distinct constructs applicable to volunteer employees. Moreover, these components have a positive effect on board member’s roles.
The measurement of corporate reputation is a growing issue for practitioners and academics. The c... more The measurement of corporate reputation is a growing issue for practitioners and academics. The corporate reputation measurement literature concentrates on the United States and European countries. There is an obvious lack of studies especially on the development of corporate reputation measurement in Malaysia. While interest in the development of corporate reputation measurement has gained momentum in the last thirteen years, a precise commonly agreed upon the measurement is still unclear. Therefore, this paper set out to develop a conceptual model for developing an alternative measurement of corporate reputation within the Malaysian context. Literature review, conceptual model, hypotheses development and research methodology are discussed. These will allow companies in Malaysia to develop a new measurement of corporate reputation.
Abstract
This study aims to investigate young consumers’ views about advertising from generation ... more Abstract This study aims to investigate young consumers’ views about advertising from generation perspective. Specifically, it seeks to scrutinize the effects of both advertising beliefs and personal values on their attitude towards advertising. As past studies review little about the implication of generation on advertising attitude in developing markets, the study looks into the subject matter from the standpoint of a young generation cohort in Sarawak. Self-administered survey was utilized on the basis of purposive sampling strategy to sample Neoteric-inheritors (aged 15-21 as of 2013) in the state. 450 copies of questionnaire were distributed, and 384 usable copies were subsequently collected. Data was analyzed using descriptive analysis and regressions. The findings show that product information, social role/image, being good for the economy, not being materialistic and truthfulness have significant effect on Neoteric-inheritors’ attitude towards advertising. Contrary to past studies, their advertising attitude is found to be predominantly formed by positive beliefs. Moreover, only internal value is found to be significant in predicting attitude though the effect is weak. The study thus provides insights into how young consumers in developing markets view advertising, and how the understanding of generation articulates the effect of advertising beliefs and personal values on attitude and behavioural intention. By understanding the embedded orientations in generation, knowledge about young consumers’ attitude towards advertising, and advertising effectiveness can be further enhanced. Keywords: Young consumer, advertising, value, belief, attitude, generation cohort
The purpose of this study is to investigate how adolescents view advertising. Specifically, the s... more The purpose of this study is to investigate how adolescents view advertising. Specifically, the study utilizes the seven-belief factors model and the List of Values (LOVs) to look into the effects of beliefs about advertising and personal values on attitude towards advertising. Given the fact that little is known about adolescents’ views on the subject matter, and how the two antecedent variables affect their attitude in emerging markets, the Theory of Reasoned Action (TRA) was adapted to determine the attitude of Neoteric-inheritors (age ranged from 15 to 21 years old in the year of 2013) towards advertising. Self administered questionnaires were distributed in Sarawak, and 384 usable copies were subsequently collected and keyed in for analysis. The findings show that product information, social role/image, being good for the economy, not being materialistic and truthfulness have positive effect on attitude towards advertising. However, only internal value is found to be significant predictor of attitude towards advertising, albeit weak. The study thus provides insights into beliefs and attitude of adolescents towards advertising, and how the shaping of personal values may affect such attitude. Managerial implications of study are provided.
This research studies the various reasons why tourists buy souvenirs during their vacation. This ... more This research studies the various reasons why tourists buy souvenirs during their vacation. This paper was conducted via interviews and questionnaire, which was distributed to 270 respondents around Sarawak. Data was analysed using Means and Factor Analysis. The findings showed that tourists buy souvenirs because of: 1. Love, Beautiful and Unique, 2. Gift To Loved Ones, 3. Has Picture and Remind Of The Place, 4. Traditional and Show Culture, 5. Wear and for Myself, 6. Cannot Find in My Own Country, 7. Learn Other Country and Culture, 8. Collection and Friends, 9. Different Shape, Color and Design and 10. Proof and Research. This paper is of value to provide better understanding about tourists' preference of souvenirs especially for those retailers in the related industry.
This paper examines how media exposure, self esteem, and religiosity influence body image of Paki... more This paper examines how media exposure, self esteem, and religiosity influence body image of Pakistan consumers.The underpinning of this study is based on Social Comparison Theory with two additional variables (religiosity and self esteem) for understanding understand consumer attitude towards body image. A self administered questionnaire was used. 193 persons responded at mall intercepts. The Conceptual framework was empirically tested through SEM. A positive relationship between exposure to media and body image was found while negative influence was found between self esteem and body image. No relationship was found between religiosity and body image. The results showed mixed outcomes as compared to past studies. The scope of this study is limited to one city only and hence the finding could not be generalized. Future researcher may use a larger sample drawn throughout Pakistan, and by examining whether body image perception varies ethnically, age and gender. Media exposure is affecting the traditional norms and values of Pakistan culture and body image. The obsessions of the media and thin body image have to be controlled and this requires policy changes. Corporate sector might take initiative by not selecting ultra thin models. They might also sponsors public service messages showing ill effects of being ultra thin, and showing that the ultra thin models are not real but is results of artworks and camera angles. Social Comparison Theory with two addition variable religiosity and self esteem has been successfully extended/empirically tested in the domain of Pakistan culture.
This study sets out to determine the choice of Malaysian Universities by Form Five and Form Six s... more This study sets out to determine the choice of Malaysian Universities by Form Five and Form Six students in Malaysia. Further to that, respondents were asked of their choice of branding statements and promotion tools for Universities. The top three Universities chosen as first choice were UM, USM and UKM. The top three branding statements overall were excellent teaching staff, excellent resource and safety. The top three promotion tools were teachers, newspapers and parents. Recommendations were made to Universities.
This research is aimed at determining the attitudes with regard to advertising from the perspecti... more This research is aimed at determining the attitudes with regard to advertising from the perspective of generational cohorts in Sarawak. A two-phase of study was conducted to fi rstly identify generational cohorts in the state and, secondly, to investigate the attitude of each cohort to advertising. Utilizing theories of generations, a qualitative approach by means of personal interviews was used at the outset to identify external events which bring about the formation of cohorts. Accordingly, 48 interviews were conducted and data were content-analyzed. The fi ndings were then incorporated into the second phase of study to investigate cohorts' views about advertising, using theory of reasoned action. A quantitative approach via TRŽIŠTE
This study aims to explore the antecedents to attitude about advertising of two controversial pro... more This study aims to explore the antecedents to attitude about advertising of two controversial products, namely political parties and sexual diseases prevention. The theory of reasoned action was used to provide theoretical basis to exploring beliefs about adverting and explaining attitude. Accordingly, qualitative approach by means of personal interview was adopted, and all interview transcripts were later content-analyzed by multiple coders. The findings show that there are 11 statements of belief about the advertising of political parties and 6 statements about sexual diseases prevention. Even though the advertising of both products are mainly considered as a source of information, their descriptions are very different. While advertising of political parties is chiefly believed to be misleading and for personal gain, advertising of sexual diseases prevention is regarded as a form of education. Thus the former must be carried out with care to prevent potential negative responses, and the latter should be done without exaggeration to achieve its intent. This reinforces the understanding of attitude towards controversial advertising by its type, and beliefs about advertising which might be different and thus create controversy.
The aim of this study is determine attitude of young consumers towards advertising by ethnicity. ... more The aim of this study is determine attitude of young consumers towards advertising by ethnicity. Specifically, it seeks to understand how the young adults from the Iban, Chinese and Malay communities perceive advertising. A seven-factor belief model was adopted to decompose the theory of reasoned action in order to provide theoretical basis to examine whether there is any difference in beliefs and attitude towards advertising between the three ethnic groups. A quantitative approach via questionnaire-based survey was administered at universities. As a result, 316 out of 400 copies were collected for analyses. The finding show that despite cultural differences embedded in ethnic groups, the beliefs and attitude of the three ethnic groups towards advertising are largely found to be not significantly different. They can only be differentiated with the effect of beliefs on the formation of attitude towards advertising. Implications and future studies are provided.
The purpose of this study is to determine general attitude towards advertising from the perspecti... more The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs of students towards advertising are investigated so as to determine what contributes to attitude and behavioral intention. This allows similarities and differences between the two groups of students to be examined. Quantitative approach by means of questionnaire based survey was administered at a government university. 388 usable copies, 191 were from marketing students and 197 copies non-marketing students, were collected. Descriptive and inferential analyses were subsequently used. Findings show that both groups believe that advertising provides information, pleasure, and is good for economy. They also believe this social phenomenon is causing the society to become more materialistic. However the beliefs pertaining to its image role, hedonic aspect and value to society are what set them apart, with marketing students having stronger responses. As a result attitude and behavioral intention of marketing students towards advertising are also significantly different from non-marketing students. This study therefore articulates students' present view about advertising, and implication as to how marketing and non-marketing students respond to advertising.
The purpose of this study is to determine general attitude towards advertising from the perspecti... more The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what contributes to attitude and subsequently behavioral intention towards advertising. A quantitative approach by means of questionnaire based survey was administered at a private university. 217 usable copies, whereby 101 are marketing students and 116 are non-marketing students, were collected. Descriptive and inferential analyses were subsequently used. Findings show that there is no significant difference in beliefs, attitude and intention towards advertising among marketing and non-marketing students despite dissimilar educational background. This study therefore articulates the present view of university students about advertising, and its implication to academia and business.
There have been numerous calls for marketers to target specific ethnic groups, but few studies th... more There have been numerous calls for marketers to target specific ethnic groups, but few studies that show quantitatively the reaction of targeted groups.
The measurement of corporate reputation is a growing issue for practitioners and academics. The c... more The measurement of corporate reputation is a growing issue for practitioners and academics. The corporate reputation measurement literature concentrates on the United States and European countries. There is an obvious lack of studies especially on the development of corporate reputation measurement in Malaysia. While interest in the development of corporate reputation measurement has gained momentum in the last thirteen years, a precise commonly agreed upon the measurement is still unclear. Therefore, this paper set out to develop a conceptual model for developing an alternative measurement of corporate reputation within the Malaysian context. Literature review, conceptual model, hypotheses development and research methodology are discussed. These will allow companies in Malaysia to develop a new measurement of corporate reputation.
International Journal of Research Studies in Management, 2012
A considerable number of empirical studies on country-of-origin had indicated its influence on co... more A considerable number of empirical studies on country-of-origin had indicated its influence on consumer product evaluation as well as purchase intention. Previous research also suggests the outcomes of country-of-origin effect differ by product type investigated in addition to countries selected for examination. The main crux of this study to explore the role that country-of-origin cue plays on Malaysian consumer's product evaluation as well as purchase intention of a low involvement product i.e. toothpaste. This study considered both local (Malaysia -Colgate) and foreign (China -Darlie and Australia -Sensodyne) brands of toothpaste that were initially determined through a pre-test. Data was collected via a survey utilizing self-administered questionnaires by respondents aged 20 and above and analyzed using means, analysis of variance (ANOVA) as well as T-test. Findings revealed that Malaysians generally prefer products from developed nations as opposed to those made locally or imported from less developed countries. Additionally, it was also found that consumers tend to prefer local toothpaste when compared to the toothpaste made in China.
This study explores the multi-dimensionality of organizational commitment of volunteer chamber of... more This study explores the multi-dimensionality of organizational commitment of volunteer chamber of commerce board members using the Meyer and Allen (1997) scale. The effect of organizational commitment on desirable board member roles is also tested. Theory is developed by uniting past research in both organizational commitment and employee motivation. A proposed scale is tested using Confirmatory Factor Analysis with data gathered from 616 respondents at 116 chambers of commerce in 36 states. Structural Equations Modeling is then used to examine the effects of organizational commitment on several critical roles the board member is hoped to perform. Unlike prior research using Meyer and Allen’s (1997) scale that focused on paid employees, our results indicate that normative, affective, and continuance commitment based on low alternatives are the three distinct constructs applicable to volunteer employees. Moreover, these components have a positive effect on board member’s roles.
The measurement of corporate reputation is a growing issue for practitioners and academics. The c... more The measurement of corporate reputation is a growing issue for practitioners and academics. The corporate reputation measurement literature concentrates on the United States and European countries. There is an obvious lack of studies especially on the development of corporate reputation measurement in Malaysia. While interest in the development of corporate reputation measurement has gained momentum in the last thirteen years, a precise commonly agreed upon the measurement is still unclear. Therefore, this paper set out to develop a conceptual model for developing an alternative measurement of corporate reputation within the Malaysian context. Literature review, conceptual model, hypotheses development and research methodology are discussed. These will allow companies in Malaysia to develop a new measurement of corporate reputation.
Abstract
This study aims to investigate young consumers’ views about advertising from generation ... more Abstract This study aims to investigate young consumers’ views about advertising from generation perspective. Specifically, it seeks to scrutinize the effects of both advertising beliefs and personal values on their attitude towards advertising. As past studies review little about the implication of generation on advertising attitude in developing markets, the study looks into the subject matter from the standpoint of a young generation cohort in Sarawak. Self-administered survey was utilized on the basis of purposive sampling strategy to sample Neoteric-inheritors (aged 15-21 as of 2013) in the state. 450 copies of questionnaire were distributed, and 384 usable copies were subsequently collected. Data was analyzed using descriptive analysis and regressions. The findings show that product information, social role/image, being good for the economy, not being materialistic and truthfulness have significant effect on Neoteric-inheritors’ attitude towards advertising. Contrary to past studies, their advertising attitude is found to be predominantly formed by positive beliefs. Moreover, only internal value is found to be significant in predicting attitude though the effect is weak. The study thus provides insights into how young consumers in developing markets view advertising, and how the understanding of generation articulates the effect of advertising beliefs and personal values on attitude and behavioural intention. By understanding the embedded orientations in generation, knowledge about young consumers’ attitude towards advertising, and advertising effectiveness can be further enhanced. Keywords: Young consumer, advertising, value, belief, attitude, generation cohort
The purpose of this study is to investigate how adolescents view advertising. Specifically, the s... more The purpose of this study is to investigate how adolescents view advertising. Specifically, the study utilizes the seven-belief factors model and the List of Values (LOVs) to look into the effects of beliefs about advertising and personal values on attitude towards advertising. Given the fact that little is known about adolescents’ views on the subject matter, and how the two antecedent variables affect their attitude in emerging markets, the Theory of Reasoned Action (TRA) was adapted to determine the attitude of Neoteric-inheritors (age ranged from 15 to 21 years old in the year of 2013) towards advertising. Self administered questionnaires were distributed in Sarawak, and 384 usable copies were subsequently collected and keyed in for analysis. The findings show that product information, social role/image, being good for the economy, not being materialistic and truthfulness have positive effect on attitude towards advertising. However, only internal value is found to be significant predictor of attitude towards advertising, albeit weak. The study thus provides insights into beliefs and attitude of adolescents towards advertising, and how the shaping of personal values may affect such attitude. Managerial implications of study are provided.
This research studies the various reasons why tourists buy souvenirs during their vacation. This ... more This research studies the various reasons why tourists buy souvenirs during their vacation. This paper was conducted via interviews and questionnaire, which was distributed to 270 respondents around Sarawak. Data was analysed using Means and Factor Analysis. The findings showed that tourists buy souvenirs because of: 1. Love, Beautiful and Unique, 2. Gift To Loved Ones, 3. Has Picture and Remind Of The Place, 4. Traditional and Show Culture, 5. Wear and for Myself, 6. Cannot Find in My Own Country, 7. Learn Other Country and Culture, 8. Collection and Friends, 9. Different Shape, Color and Design and 10. Proof and Research. This paper is of value to provide better understanding about tourists' preference of souvenirs especially for those retailers in the related industry.
This paper examines how media exposure, self esteem, and religiosity influence body image of Paki... more This paper examines how media exposure, self esteem, and religiosity influence body image of Pakistan consumers.The underpinning of this study is based on Social Comparison Theory with two additional variables (religiosity and self esteem) for understanding understand consumer attitude towards body image. A self administered questionnaire was used. 193 persons responded at mall intercepts. The Conceptual framework was empirically tested through SEM. A positive relationship between exposure to media and body image was found while negative influence was found between self esteem and body image. No relationship was found between religiosity and body image. The results showed mixed outcomes as compared to past studies. The scope of this study is limited to one city only and hence the finding could not be generalized. Future researcher may use a larger sample drawn throughout Pakistan, and by examining whether body image perception varies ethnically, age and gender. Media exposure is affecting the traditional norms and values of Pakistan culture and body image. The obsessions of the media and thin body image have to be controlled and this requires policy changes. Corporate sector might take initiative by not selecting ultra thin models. They might also sponsors public service messages showing ill effects of being ultra thin, and showing that the ultra thin models are not real but is results of artworks and camera angles. Social Comparison Theory with two addition variable religiosity and self esteem has been successfully extended/empirically tested in the domain of Pakistan culture.
This study sets out to determine the choice of Malaysian Universities by Form Five and Form Six s... more This study sets out to determine the choice of Malaysian Universities by Form Five and Form Six students in Malaysia. Further to that, respondents were asked of their choice of branding statements and promotion tools for Universities. The top three Universities chosen as first choice were UM, USM and UKM. The top three branding statements overall were excellent teaching staff, excellent resource and safety. The top three promotion tools were teachers, newspapers and parents. Recommendations were made to Universities.
This research is aimed at determining the attitudes with regard to advertising from the perspecti... more This research is aimed at determining the attitudes with regard to advertising from the perspective of generational cohorts in Sarawak. A two-phase of study was conducted to fi rstly identify generational cohorts in the state and, secondly, to investigate the attitude of each cohort to advertising. Utilizing theories of generations, a qualitative approach by means of personal interviews was used at the outset to identify external events which bring about the formation of cohorts. Accordingly, 48 interviews were conducted and data were content-analyzed. The fi ndings were then incorporated into the second phase of study to investigate cohorts' views about advertising, using theory of reasoned action. A quantitative approach via TRŽIŠTE
This study aims to explore the antecedents to attitude about advertising of two controversial pro... more This study aims to explore the antecedents to attitude about advertising of two controversial products, namely political parties and sexual diseases prevention. The theory of reasoned action was used to provide theoretical basis to exploring beliefs about adverting and explaining attitude. Accordingly, qualitative approach by means of personal interview was adopted, and all interview transcripts were later content-analyzed by multiple coders. The findings show that there are 11 statements of belief about the advertising of political parties and 6 statements about sexual diseases prevention. Even though the advertising of both products are mainly considered as a source of information, their descriptions are very different. While advertising of political parties is chiefly believed to be misleading and for personal gain, advertising of sexual diseases prevention is regarded as a form of education. Thus the former must be carried out with care to prevent potential negative responses, and the latter should be done without exaggeration to achieve its intent. This reinforces the understanding of attitude towards controversial advertising by its type, and beliefs about advertising which might be different and thus create controversy.
The aim of this study is determine attitude of young consumers towards advertising by ethnicity. ... more The aim of this study is determine attitude of young consumers towards advertising by ethnicity. Specifically, it seeks to understand how the young adults from the Iban, Chinese and Malay communities perceive advertising. A seven-factor belief model was adopted to decompose the theory of reasoned action in order to provide theoretical basis to examine whether there is any difference in beliefs and attitude towards advertising between the three ethnic groups. A quantitative approach via questionnaire-based survey was administered at universities. As a result, 316 out of 400 copies were collected for analyses. The finding show that despite cultural differences embedded in ethnic groups, the beliefs and attitude of the three ethnic groups towards advertising are largely found to be not significantly different. They can only be differentiated with the effect of beliefs on the formation of attitude towards advertising. Implications and future studies are provided.
The purpose of this study is to determine general attitude towards advertising from the perspecti... more The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs of students towards advertising are investigated so as to determine what contributes to attitude and behavioral intention. This allows similarities and differences between the two groups of students to be examined. Quantitative approach by means of questionnaire based survey was administered at a government university. 388 usable copies, 191 were from marketing students and 197 copies non-marketing students, were collected. Descriptive and inferential analyses were subsequently used. Findings show that both groups believe that advertising provides information, pleasure, and is good for economy. They also believe this social phenomenon is causing the society to become more materialistic. However the beliefs pertaining to its image role, hedonic aspect and value to society are what set them apart, with marketing students having stronger responses. As a result attitude and behavioral intention of marketing students towards advertising are also significantly different from non-marketing students. This study therefore articulates students' present view about advertising, and implication as to how marketing and non-marketing students respond to advertising.
The purpose of this study is to determine general attitude towards advertising from the perspecti... more The purpose of this study is to determine general attitude towards advertising from the perspective of marketing and non-marketing students. Beliefs towards advertising are investigated so as to determine what contributes to attitude and subsequently behavioral intention towards advertising. A quantitative approach by means of questionnaire based survey was administered at a private university. 217 usable copies, whereby 101 are marketing students and 116 are non-marketing students, were collected. Descriptive and inferential analyses were subsequently used. Findings show that there is no significant difference in beliefs, attitude and intention towards advertising among marketing and non-marketing students despite dissimilar educational background. This study therefore articulates the present view of university students about advertising, and its implication to academia and business.
There have been numerous calls for marketers to target specific ethnic groups, but few studies th... more There have been numerous calls for marketers to target specific ethnic groups, but few studies that show quantitatively the reaction of targeted groups.
The measurement of corporate reputation is a growing issue for practitioners and academics. The c... more The measurement of corporate reputation is a growing issue for practitioners and academics. The corporate reputation measurement literature concentrates on the United States and European countries. There is an obvious lack of studies especially on the development of corporate reputation measurement in Malaysia. While interest in the development of corporate reputation measurement has gained momentum in the last thirteen years, a precise commonly agreed upon the measurement is still unclear. Therefore, this paper set out to develop a conceptual model for developing an alternative measurement of corporate reputation within the Malaysian context. Literature review, conceptual model, hypotheses development and research methodology are discussed. These will allow companies in Malaysia to develop a new measurement of corporate reputation.
Uploads
Papers by Ernest C de Run
This study aims to investigate young consumers’ views about advertising from generation perspective. Specifically, it seeks to scrutinize the effects of both advertising beliefs and personal values on their attitude towards advertising. As past studies review little about the implication of generation on advertising attitude in developing markets, the study looks into the subject matter from the standpoint of a young generation cohort in Sarawak. Self-administered survey was utilized on the basis of purposive sampling strategy to sample Neoteric-inheritors (aged 15-21 as of 2013) in the state. 450 copies of questionnaire were distributed, and 384 usable copies were subsequently collected. Data was analyzed using descriptive analysis and regressions. The findings show that product information, social role/image, being good for the economy, not being materialistic and truthfulness have significant effect on Neoteric-inheritors’ attitude towards advertising. Contrary to past studies, their advertising attitude is found to be predominantly formed by positive beliefs. Moreover, only internal value is found to be significant in predicting attitude though the effect is weak. The study thus provides insights into how young consumers in developing markets view advertising, and how the understanding of generation articulates the effect of advertising beliefs and personal values on attitude and behavioural intention. By understanding the embedded orientations in generation, knowledge about young consumers’ attitude towards advertising, and advertising effectiveness can be further enhanced.
Keywords: Young consumer, advertising, value, belief, attitude, generation cohort
Keywords: Adolescent, advertising, value, belief, attitude, generation cohort
This study aims to investigate young consumers’ views about advertising from generation perspective. Specifically, it seeks to scrutinize the effects of both advertising beliefs and personal values on their attitude towards advertising. As past studies review little about the implication of generation on advertising attitude in developing markets, the study looks into the subject matter from the standpoint of a young generation cohort in Sarawak. Self-administered survey was utilized on the basis of purposive sampling strategy to sample Neoteric-inheritors (aged 15-21 as of 2013) in the state. 450 copies of questionnaire were distributed, and 384 usable copies were subsequently collected. Data was analyzed using descriptive analysis and regressions. The findings show that product information, social role/image, being good for the economy, not being materialistic and truthfulness have significant effect on Neoteric-inheritors’ attitude towards advertising. Contrary to past studies, their advertising attitude is found to be predominantly formed by positive beliefs. Moreover, only internal value is found to be significant in predicting attitude though the effect is weak. The study thus provides insights into how young consumers in developing markets view advertising, and how the understanding of generation articulates the effect of advertising beliefs and personal values on attitude and behavioural intention. By understanding the embedded orientations in generation, knowledge about young consumers’ attitude towards advertising, and advertising effectiveness can be further enhanced.
Keywords: Young consumer, advertising, value, belief, attitude, generation cohort
Keywords: Adolescent, advertising, value, belief, attitude, generation cohort