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Please use this identifier to cite or link to this item: http://hdl.handle.net/1812/571

Title: Attitudes towards offensive advertising : A Malaysian Study
Authors: Toghani, Mohammad Esmaeel
Keywords: Advertising
Controversial products
Controversial services
Brand loyalty
Purchase intention
Malaysia
Klang Valley
Offensive advertisement
Issue Date: Jul-2009
Publisher: University Malaya
Abstract: This paper investigates attitudes towards the advertising of certain controversial products/services and reasons for being offensive. The study compares attitudes among demographics namely gender, religion and level of education and their effect of Brand Loyalty & Purchase Intention. A survey of 151 respondents from Malaysia was conducted in March 2009. A questionnaire examining the attitudes towards a series of potentially controversial/offensive products and reasons advertisement being offensive was constructed. Data were collected from university students in Klang Valley. The research indicates that there is significant difference in attitudes towards offensive advertisement among gender, religion and level of education and their effect of Brand Loyalty & Purchase Intention. Advertising agencies can use the study to develop an understanding of which advertisings are perceived by some people as offensive in term of its products/services and execution, and a list of potentially controversial clients.
Description: Dissertation -- Faculty of Business and Accountancy, University of Malaya, 2009.
URI: http://dspace.fsktm.um.edu.my/handle/1812/571
Appears in Collections:Masters Dissertations : MBA

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